Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
How Reckitt’s marketing academy is ‘raising the floor and the ceiling’
Charlotte RogersDiligence and resilience is needed when establishing an internal marketing academy, combined with an ability to “join the dots”, says Reckitt’s Becky Verano.
Reckitt claims private-label competition has not ‘materially’ impacted its sales
Niamh CarrollThe company behind brands such as Vanish, Nurofen and Durex says it has “fine-tuned” how it brings its innovations to market over the last year.
Reckitt plans ‘significant’ rise in brand investment following return to profit
Michaela JeffersonIn 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.
‘Great minds don’t think alike’: Brands on navigating design agency relationships
Matthew ValentineIf marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
How Durex evolved its innovation pipeline to keep up with cultural shifts
Niamh CarrollAfter rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Reckitt: The role of insight is more difficult than ever
Charlotte RogersA 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.
How Reckitt’s digital transformation is enabling it to ‘learn faster and scale-up’
Manny PhamWhen 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.
‘Consumers want to know the brand behind the brands’: Reckitt on its new identity
Michaela JeffersonRB’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: Brands must try not to ‘oversell their story’ on climate change
Molly FlemingReckitt 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.
Durex partners with (RED) to get people to ‘give a f*ck’ about HIV
Molly FlemingThe condom brand is working with the HIV charity for three years to educate younger consumers about AIDS and encourage safe sex.
Reckitt Benckiser on its ‘challenging’ digital transformation journey
Molly FlemingThe 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.
RB’s UK marketing boss on innovation, social purpose and not being ‘everyone’s cup of tea’
Leonie RoderickReckitt 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”.
Why Durex wants to be seen as ‘more than just a condom brand’
Leonie RoderickDurex 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 fresh headache for Nurofen as its advertising lands it in hot water once again
Leonie RoderickA 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.