At a glance

The Clorox Company, the consumer packaged goods manufacturer, is taking a nuanced approach in areas like brand purpose and data activation as it seeks to engage consumers in Latin America.

Why it matters

Global companies like Clorox need to make sure that their activity is relevant and impactful in different regions around the world. Communicating around brand purpose, and using data in smart ways, are among the main ways to achieve this goal.

Takeaways

  • While brands are flooded with incoming data, it is vital to transform this information into meaningful insights.
  • Ensuring that metrics are relevant to each platform and brand is important to establishing the true impact of marketing efforts.
  • Finding a balance between agencies and in-house teams can ensure that brands are able to act at speed, supported by on-the-ground expertise.