Cultivating a culture of marketing innovation

When RB UK was looking at ways of underlining the importance we place on innovation, and on those who innovate, we could think of no better partner than Marketing Week. So in 2008, we approached the team about working together to develop a new award that recognised innovation as being at the heart of the marketing mix.

We had a very clear focus for this new award – to ensure that all aspects of innovation are showcased –
from new product development, the creative process and execution in the marketing, to the distribution of
brands and services. The award also had to recognise the broad range of talent that brings new products and services to consumers. We are therefore very pleased to be supporting the Brand Innovator of the Year Award for the second year – a year which has delivered an exciting level of entries.

This supplement highlights the 2010 Brand Innovator of the Year Award shortlist, which is full of talented, creative individuals and teams who have brought to their projects that little bit of extra magic that sets them apart.

On behalf of RB UK, I would like to take this opportunity to not only congratulate them for getting this far, but also to thank all those who entered. The standard this year was very high and the judges had a tough time choosing the shortlist, with many worthy entries having to make way for the final selection. With such depth of quality, it will be exciting to see who eventually triumphs on 18 May at the MW Engage Awards.

RB UK is one of the leading FMCG companies in the UK, as well as the largest OTC healthcare company. Our range of household name products includes iconic brands that have been part of the fabric of family life for generations: Air Wick, Dettol, Finish, Nurofen, Gaviscon, Mr Sheen, Lemsip, Harpic, Vanish and Veet. It is said, and we like to think that it is true, that every household in the country has an RB product in its kitchen or bathroom. Our brands are market leaders and family favourites, kept fresh by innovation based on understanding what our consumers want and the creativity and entrepreneurial talent of the teams behind the brands – at every level.

That is why RB UK values innovation so highly. Some 40% of the company’s global net revenue comes from innovations launched within the previous three years. That is a lot of NPD. In line with this commitment to innovation, we believe that a marketing-based business model, which invests a greater percentage of its income back into marketing support than most of our competitors, creates the climate in which our brands continue to flourish. RB UK is one of the largest TV advertisers in the country, and this year we increased our focus and spending on the area of interactive digital TV advertising.

Camillo Pane
Camillo Pane, General manager, Reckitt Benckiser UK

Nor does innovation stop at our brand activities. It is part of our culture, and can be seen in every area of the company’s activities, from manufacturing to people management. Reckitt Benckiser’s reward model and global approach to talent management is considered leading edge; our CSR programme, with initiatives such as the ambitious Carbon 20 programme, is acknowledged as ground-breaking in the sector. Most of all, we are proud of our record of consistent business growth from both established brands and new product development.

2010 is a special year for Reckitt Benckiser – globally it is our tenth birthday – but here in the UK, it marks the integration of our two UK businesses – Healthcare, and Household and Personal Care, into one commercial operation, RB UK, now based in Slough. It is a move that brings us closer to many of our customers, with our new, more central location.

For us, the task of innovating is never complete, because we are always looking to identify the next trend and the next new idea which will satisfy an, as yet, unmet consumer need. Because of this constant striving for new challenges, there are always opportunities for talented people to join us as part of our network of global citizens, working with great brands and great people in what can be a truly global career.

From one innovator to another, RB UK would like to wish all the entrants in this year’s Marketing Week Engage Awards not only good luck on the night, but more importantly, a future full of innovation, challenge and excitement.

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