RB to work with Facebook to develop marketing talent

RB has signed a multi-year nine-figure global partnership with Facebook that will see the two firms work together to develop young marketers and create “innovative” marketing campaigns for brands including Air Wick and Lysol.


The deal includes plans to hold combined recruiting events at universities. Carolyn Everson, vice president of global marketing solutions at Facebook, says the deal marks a “radical new way” of working together with the aim of uncovering new ways to drive both businesses.

She adds: “Our people, our principles, and our missions are aligned. Given our successes together to date, we are absolutely clear on the wider and far reaching benefits of this partnership.”

The deal will also see RB working closely with Facebook to create campaigns that engage with consumers in a “relevant and meaningful way”. The aim is to increase reach and brand loyalty and boost sales.

The firm posted like-for-like revenue growth of 4 per cent in the second quarter, with net revenues at its European and North American business up 2 per cent.

Marketing, sales and creative teams from both companies will be integrated in countries including the UK, US and Australia to develop new campaigns. Facebook will also provide detailed analytics for RB to help determine the best way of communicating with consumers.

RB and Facebook have been laying the groundwork for this partnership over the past 18 months having worked together on more than 100 campaigns globally over the past few years. Heather Allen, RB’s executive vice president of category development, says the move was prompted by “proven results” from recent RB campaigns on Facebook.

She adds: “Consumers sit at the heart of this relationship. We are really excited to be working so closely with Facebook to engage with consumers in a relevant and meaningful way. We will continue to innovate to drive our businesses together and to bring about healthier lives and happier homes for consumers around the world.”


Making transparent deals

Tess Waddington

Guidelines and contractual restrictions don’t always resolve the practical issues in a brand’s and agency’s relationship. More brands are making deals with buying platforms directly while the agency manages the strategic and tactical executions – this provides the brand with transparency and accountability in pricing and performance as well as control over how its data […]


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