• by Joe Mandese  @mp_joemandese, August 27, 2024

Dentsu's iProspect unit has been named media agency of record for Reckitt Nutrition in the U.S.

The assignment, which follows a competitive review, represents an expansion of a pre-existing relationship between Reckitt Nutrition and iProspect, which has handled its media for more than five years in key markets across key markets across EMEA and APAC.

The new AOR assignment includes the creation of "insight-based media strategies that meaningfully reach and engage consumers with the right message at the right time," the agency said, citing use of Dentsu's proprietary Merkury global data and consumer identity platform, which "boasts 95% of U.S. individual and household coverage with 268M+ reachable U.S. adults, to facilitate audience creation through planning, activation, measurement, and optimization."