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

Strong engagement across mobile & tablet on premium publishers → Efficient global delivery with high engagement for a niche audience

+94% GRP overdelivery achieved 
 

+8.4% increase in campaign reach 
 

Significant CPRP reduction without increasing spend 
 

Transformed buying into a scalable efficiency framework 

Key Takeaway

We didn’t optimize buying—we rebuilt the system behind it.
By introducing competitive procurement and performance-based decisioning, Reckitt unlocked hidden value within existing budgets—turning media buying into a scalable growth engine.