Accelerating Reckitt’s digital excellence journey

Accelerating Reckitt’s digital excellence journey

Eliminating the waste is key to our success.

CEO at Reckitt

Practice & Location

Media Performance

Objective

As part of its programme of digital transformation, Reckitt Benckiser – recently rebranded as Reckitt – was looking to increase effectiveness and eliminate waste across its digital investment. The company wanted to develop a new and consistent framework for tracking digital media investment in biddable channels. In this way, media teams could demonstrate savings to finance colleagues in each market.

Approach

Ebiquity’s Digital Innovation Centre worked with Reckitt’s central team, local markets, and agency partners to enhance and implement a set of global Productivity Principles designed to incentivise more effective trading. Powered by automated data extracted directly from source, Reckitt’s new robust governance framework
generates timely, actionable insights across all markets and brands. It provides consistency and a complete overview of digital efficiency and effectiveness across markets.

Outcomes

Our next-generation Source Data Monitoring solution now governs all of Reckitt’s biddable digital media spend, consistently driving improvements and minimising wastage. In 2020, we identified a value opportunity of 22% of digital spend through this governance programme. Through our change management programme, Reckitt reinvested up to 12% of this opportunity in better-performing placements in the second half of 2020.

Reckitt reinvested up to 12% of this opportunity in better-performing placements in the second half of 2020

Identified a value opportunity of 22% of digital spend through our governance programme

Complete overview of digital efficiency and effectiveness across markets.

Project & Process

Identified a value opportunity of 22% of digital spend

Accelerated the value of digital investment through actionable recommendations 

Increased effectiveness and eliminate waste across digital investment