Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
A 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.
Becky Verano is passionate about marketing’s “full funnel” potential. Global vice-president of marketing operations and capabilities at FMCG giant Reckitt, Verano is responsible for creative excellence and productivity, alongside running the firm’s internal marketing academy.
She defines her mission as taking creative effectiveness and full funnel communications from good to elite – enabled by Gen AI. Achieving this mission meant first defining what Reckitt means by creativity.
“We have lots of different ways of categorising our briefs, linked to ambition, linked to the size of the brand – bronze, silver, gold. We have some big lighthouse projects we put more focus against,” Verano explains.
“We are going to shift that more towards: ‘What is the creative effect you’re looking for from your creative work?’ From that we want to ask ourselves: ‘What are the KPIs we should be setting ourselves up front?’ If you’re trying to disrupt a category, or if you’re trying to make societal change, your KPIs will be very different from a premiumisation piece of work.”
The intention is to “take the hood off” and really dig into the right KPIs to put against the creative ambition.
