How Clorox moved beyond data to a new human-centric brand focus

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

In 2012, after a half-decade in various US marketing posts for the Clorox Co., Eric Reynolds moved to London to spend almost ten years as its corporate VP/GM for Europe, Middle East, Africa, and Asia.

“When I left, TV was still king,” he told the 2,600-plus delegates at the Association of National Advertisers’ (ANA) 2017 Masters of Marketing Conference. And digital, at that time, was a not-very-important conversation.

“But, you know what? TV worked.” The targeting wasn’t very precise, he allowed, and “at some point, someone got up out of the room and made a sandwich. So, we did have...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands