RB withdraws adspend from Channel 5 portfolio

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January 15, 2015

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RB withdraws adspend from Channel 5 portfolio

Channel 5 has started 2015 without the advertising budget of RB, the FMCG giant that owns brands such as Vanish, Durex and Cillit Bang.

It is understood that the move was led by the RB marketing team. Conversations are ongoing, however, and the company could return to the channel.

There is not thought to be a trading dispute led by RB’s media agency, ZenithOptimedia, or its buying division, VivaKi.

RB is a heavy TV advertiser and, if it opts not to spend with Channel 5, the broadcaster could lose out on a seven-figure sum across the year as a whole.

Omnicom Media Group’s trading arm, OPera, pulled the combined TV adspend of its media agencies off Channel 5’s network of channels in July. OPera moved the adspend to ITV in an arrangement that is expected to continue.

A spokesman for Channel 5 declined to comment.

RB was unavailable for comment.

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