Reckitt Benckiser says it has changed direction

Reckitt Benckiser has changed its profile and direction over recent years, it has stated.

The company ? which owns brands such as Veet, Airwick and Dettol ? is reviewing the way it spends its budget for buying business and global media planning.

Allocated to these fields is an estimated fund of £800 million and in the UK, OMD currently looks after this area.

Ian Hutchinson, Reckitt Benckiser’s worldwide media director, explained the services and skills the business requires from its agencies have changed.

“We are always exploring with our partners better ways to support our brands and always pushing for higher creativity in content and delivery,” he said.

In April, the company released its financial results for the first quarter of the year.

Total revenue had increased by eight per cent compared to the same period in 2008 to 1,911 million pounds and adjusted net income had also risen by 35 per cent.

Chief executive officer Bart Bect noted the growth was driven primarily by the firm’s 17 powerbrands.