Reckitt Benckiser, which specialises in cleaning goods brands, has been a global success story of recent years; in his presentation, Pane explored how the company’s culture has contributed to its success.
• Speed of execution: a new category air freshener was launched in 8 months
• Obsession with brands: never give up on marketing spend and exploit all communication channels
• A truly global company: operations in different countries are likely to be run by non-nationals
• Entrepreneurship: this includes allowing a recently-hired graduate with an idea for how to use Brasso, a polish, to (successfully) take this idea to market
• Flat structure: disproportionate rewards for disproportionate achievement
• Socially responsible: an admirable record on reducing carbon footprint
Judie Lannon, editor of The Marketing Society’s quarterly journal, Market Leader, was reporting on our Annual Conference for Warc.
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