How Reckitt Benckiser Became 'Digital at Heart'
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Getting brand marketers to buy into digital and social media wasn’t always easy at Reckitt Benckiser, acknowledges Laurent Faracci, general manager-North American marketing. But the demonstrable return-on-investment — critical for a company he describes as “cost obsessed” — is now strong enough to easily get their attention and dollars. And it’s transforming the marketing operation well beyond the media mix.
What Mr. Faracci describes as the movement to become “digital at heart” is affecting everything from the U.K.-based company’s agency relationships to how it recruits marketers and works with retailers.
It played a pivotal role in RB’s decision earlier this year to partially unwind its years-long consolidation of creative assignments with Havas in a global review that moved five brands, including Air Wick and Clearasil, to Droga5; Finish to Wieden & Kennedy; and Mucinex and Delsym (previously handled in-house) to McCann.
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