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...