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...