Coming together…

Danny Murray and Laure Manuel

This paper presents a compelling example of how Durex used research, communication and design, as well as expert opinion, to transform a well established in-house PR vehicle into a critical business tool for brand and portfolio extension.

Coming together...

Danny MurrayDurex SSL International

Laure ManuelHarris Interactive

INTRODUCTION

This paper presents a compelling example of how a global leadership brand, Durex, worked in close partnership with its research, communication and design partners as well as experts in the field, to transform a well established in-house PR vehicle into a critical business tool for brand and portfolio extension.

A challenging research programme was implemented and used to focus and drive business action at both a strategic and tactical level. Cascading the research findings through all levels of the global business has ensured that they act as a...

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