A monstrous cheek that’s what it is. Household goods giant Reckitt-Benckiser is planning to charge media agencies pitching for its account in India $10,000 for the privilege.
And put in place compensation deals if ratings aren’t as high as expected plus cut commission over the first 12 to 18 months.
Reckitt, whose boss Bart Becht earned £92m last year, is a notoriously hard task master but this is pushing it a bit. Once upon a time agencies received a fee from clients for the effort and expense involved in preparing a pitch.
So far, according to Campaign Asia, only two multinational agencies, ZeinthOptimedia, which is on the spot as it handles Reckitt across the world, and Lintas India are likely to participate.
I suppose if it comes down to just the one agency the ten grand might be worth it.