A combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
When Cigdem Kurtulus took on the top marketing job at Reckitt she introduced a marketing hub to encourage collaboration across all markets as she says you can’t enforce a “digital transformation mindset” without first changing the infrastructure.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities.
The condom brand is working with the HIV charity for three years to educate younger consumers about AIDS and encourage safe sex.
The FMCG giant admits it had “got stuck” in traditional touchpoints such as packaging and in-store point-of-sale, but a focus on analytics and getting agencies and team members to push the agenda has helped drive the business forward.
Reckitt Benckiser (RB) is mainly known for household brands such as Durex and Dettol but its new UK marketing boss is determined to convince young marketers RB is about “much more than selling boxes”.
Durex is on a mission to prove to consumers that it is more than just a condom brand, as it looks to focus on “the emotional as well as the physical” aspects of sex.
A Nurofen ad has been banned by the Advertising Standards Authority (ASA) for being “misleading”, two months after being fined £890,000 by the Australian government for deceiving customers.
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
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.
RB is moving towards a more central marketing structure for power brands such as Finish as it looks to boost efficiencies across the business and spark revenue growth.
At the time of writing there was no confirmation on the rumours that Nike is retreating from creating its FuelBand hardware as it tables a collaboration with Apple to co-create wearables. But if true, it makes perfect sense as the partnership plays to both companies’ strengths – and it will only be tie-ups like these that move the wearables sector from awkward geekery into the mass market.
Source: Nielsen Ad Dynamix Rank Advertiser 2013 Expenditure 2012Expenditure % Year on Year 1 British Sky Broadcasting Ltd 264,338,785 241,106,331 9.63 2 Procter & Gamble Ltd 177,257,396 195,182,834 -9.18 3 Bt Ltd 149,788,119 179,677,909 -16.63 4 Unilever Uk Ltd 119,100,702 138,979,674 -14.30 5 Tesco Plc 116,269,526 117,403,761 -0.96 6 Asda Stores Ltd 97,035,247 109,139,356 -11.09 […]
By designing packaging to include ‘biomotive triggers’, brands can stir addiction-like responses in consumers.