Reckitt Benckiser says advertising is money well spent

by Sam Matthews,, Brand Republic 27-Jul-04, 12:00

LONDON – Reckitt Benckiser, the company behind brands such as Vanish and Dettol, has attributed a 6.4% rise in pre-tax profits to £315m to higher advertising spend.

Reckitt's prominent television advertising campaigns include Airwick plug-ins and Harpic room fresheners. It recently launched a drive with HSD Communications to promote its gastrointestinal treatments.

Bart Becht, chief executive of Reckitt Benckiser, said: "Growth has come from all categories and regions behind new product initiatives supported by significant increases in marketing, particularly media investment."

In 2002, the company consolidated its $430m (£233m) global advertising account, sharing the work between WPP Group's J Walter Thompson and Euro RSCG, which is part of Havas.

Reckitt Benckiser has been linked to the takeover of SSL International, the makers of Durex. The company says it currently has over £1bn to spend on acquisitions and has a raft of new products in the pipeline.

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