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...