Reckitt set out to transform how its global brands approach marketing – moving from fragmented processes and siloed agency relationships to a unified, effectiveness-led operating model.
Working together, we launched a comprehensive programme to embed effectiveness into Reckitt’s culture, processes, and partnerships.
Our work focused on four critical areas:
Guiding principles – putting evidence-based marketing at the heart of decision-making, from investment balance and distinctive brand assets to measurement and creativity.
Agency ecosystem – redesigning how Reckitt works with its agencies, moving to a fix-and-flex model that balances global consistency with local agility.
Capability building – equipping teams with the skills, tools, and processes needed to deliver effective, digital-first campaigns across multiple brands and markets.
Measurement & incentives – shifting focus from outputs to outcomes, introducing frameworks and KPIs that reward effectiveness and long-term brand growth.
The result: a new global marketing operating model that enables Reckitt to deliver best-in-class content at scale, unlock greater value from agency partnerships, and ensure every campaign is designed to drive both commercial impact and long-term brand health.
