Reckitt Benckiser

Intelligent Growth Through Media Efficiency & Procurement Innovation

Overview

Reckitt transformed traditional TV media buying by introducing a first-of-its-kind tender process, delivering higher reach and significant efficiency gains without increasing budget proving that innovation in buying strategy can unlock exponential value.

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The Challenge

  • Highly saturated TV landscape with limited incremental reach.
  • Pressure to reduce CPRP (Cost Per Rating Point).
  • No additional budget allocation possible.
  • Need to drive greater efficiency from existing media spend.

Strategy

We replaced a negotiation-led buying model with a competitive, data-driven procurement system. By standardizing evaluation through CPRP benchmarks, introducing controlled competition among suppliers, and anchoring decisions in performance data, we turned media buying into a measurable efficiency engine.

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The Results We Achieved

+94% GRP over delivery achieved.
 

+8.4% increase in campaign reach.
 

Significant CPRP reduction without increasing spend.
 

Transformed buying into a scalable efficiency framework.

Key Takeaway

| By introducing competitive procurement and performance-based decisioning, Reckitt unlocked hidden value within existing budgets, turning media buying into a scalable growth engine.