Reckitt Benckiser proves the importance of online reach

This event report outlines how Reckitt Benckiser (RB), the FMCG group, has found the right balance between online reach and granular targeting on platforms such as Facebook.

Reckitt Benckiser proves the importance of online reach

Stephen WhitesideWarc

Reckitt Benckiser has some data-driven guidance for marketers hoping to find the right balance between mass reach and granular targeting on platforms like Facebook.

And, surprisingly, the inspiration for a change in it is digital strategy came from Marc Pritchard, Global Brand Officer at Procter & Gamble – the world's biggest advertiser, and a rival to Reckitt in various categories. Pritchard has been a very active contributor to the targeting versus reach debate – a subject also receiving considerable attention among blue-chip enterprises ranging from Mars...

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