Washington, USA – Amperity, the enterprise customer data platform (CDP) for consumer brands, today announced Reckitt, the global consumer packaged goods company (CPG), has appointed it to maximise the value of its omnichannel customer data to deliver relevant, personalised customer experiences.

Combining first-party data and third-party data can have an immediate and significant impact on brands looking to truly understand their customers, and deliver highly-relevant experiences throughout the customer lifecycle. Amperity’s integrations with leading platforms like Amazon and Facebook aim to enable companies like Reckitt to reach more users while enriching advertising campaigns through Amperity’s insights on cross-channel behaviour, data sciences scores, and content affinities. 

“Historically, CPGs have had very little access to first-party data making it incredibly difficult to truly know the customer and deliver relevant omnichannel experiences,” said Barry Padgett, CEO at Amperity. “Reckitt understands the need to build their own customer relationships. By embracing a first-party data strategy, Reckitt now has access to accurate customer profiles that will exponentially strengthen their reach.”

Amperity has also announced this month its support for Amazon’s AWS for Advertising & Marketing initiative. The initiative features services and solutions purpose-built for the needs of different players in the industry, whereas Amperity has created a secure, modern data stack that would help brands to maximise the value of their first-party data.

The martech platform has also recently unveiled new key leaders. Megan McDonagh and Billy Loizou were named CMO and area vice president respectively.

Kuala Lumpur, Malaysia – Global consumer goods firm Reckitt has partnered with e-commerce platform Shopee to launch its ‘Complete #TheMissingHalf’ campaign in Malaysia, aimed at enhancing the protection of health, hygiene, and nutrition of consumers by relying on its trusted brands including Enfagrow A+ MindPro, Dettol, and Vanish.

As part of this ‘Super Brand Day’ campaign, which will be on 19 May, Reckitt will be providing shoppers with exclusive deals on Shopee Mall from Enfagrow, Dettol, and Vanish, including educational tips, coins, and product giveaways on Shopee Live, up to 4.5 million coins cashback, and buy 1, free 1 deals, as well as exclusive bundles, where Reckitt is offering special vouchers up to RM200 off, gifts with purchase, specially curated bundle sets including Enfagrow A+ MindPro IQ+ EQ bundle, complete Dettol Protection Kit, and complete Reckitt Household Cleaning kit.

Moreover, free shipping deals are also included on the campaign’s exclusive deals, as well as ‘Spend, Spin, and Win’, where shoppers will be given a chance to win a Toshiba dishwasher, Samsung Tablet, and Shopee Coins.

Muksitul Islam, the ASEAN e-commerce director at Reckitt, commented that Reckitt is proud to partner with Shopee in the regional ‘Super Brand Day’ to connect ASEAN consumers to their beloved and trusted brands like Enfagrow A+, Dettol, and Vanish. 

“Through Shopee’s impressive engagement tools, our consumers can not only look forward to choices tailored to their needs but also an enjoyable shopping experience from our diverse nutrition, health, and hygiene portfolio. We wish our consumers a wonderful Super Brand Day experience,” said Islam.

Meanwhile, Pavan Challa, Shopee’s director of regional brand partnerships, shared that consumers are shopping more frequently online for household and healthcare needs, and they are glad to partner with Reckitt to provide parents and families with a wide variety of trusted brands that gives them the assurance they need when it comes to enhancing family health and nutrition. 

“We will continue partnering with brands to offer shoppers access to greater convenience, variety and value all year round through Shopee Mall,” said Challa.

In a conversation with Angeli Beltran, director of interactive commerce ASEAN & global care centre of excellence at Reckitt, she shares her industry journey and the challenges she faced upon building her marketing career.

Angeli boasts more than 20 years of experience in marketing, communications and business management. Of what makes her thrive in handling different market profiles she shared, “I always tell my teams that if we are generalizing, we’re probably not doing the right thing for the consumer because the purpose of digital and CRM is to recognize consumers as individuals and rather than nameless homogeneous cohorts.”

“My role has been really focused on capabilities building, which is equipping and empowering the markets with lasting competency so that they can outperform in their categories and their markets,” Angeli adds.

During the conversation with Angeli, we asked about what remarkable progress in gender equality in the workplace she experienced and how she addressed it, she shared, “You know, the reason why I’m passionate about gender equality is that I’ve experienced firsthand what it means to be a victim of gender inequality.”

Angeli emphasised, “In Reckitt, for example, we believe that gender equality is not just a moral imperative, it’s also good for business. Our focus is to increase the number of women in Reckitt’s leadership. So right now, within Reckitt, men and women have the same level have the same earning opportunity, which is great.”

Currently, Angeli is the sponsor for the Asian chapter of Spark, which is the empowerment of women in digital and e-commerce within Reckitt. This initiative encourages women to learn from the success of other women and build a network of support within the organization. [And also] leveraging that enormous skill set and capabilities that women can bring to the industry.

Listen to the full conversation with Angeli over on Spotify, where she further discusses her marketing strategies in this time of pandemic and her passion for interactive commerce as well as her advice for marketers who take care of multiple markets. You can also view the video highlights of the conversation on our YouTube channel.

If you are a marketing or tech leader who wants to share your industry journey and insights, email us at [email protected]

Mumbai, India – Media agency dentsu X has won the digital mandate for multinational consumer goods company Reckitt in India, which includes strategy and planning across offline and digital. The media agency has been handing the offline media mandate for Reckitt India since 2020.

Speaking on the win, Divya Karani, CEO for media at South Asia at dentsu commented, “This win certainly reflects our client’s confidence in dentsu’s ability to make a meaningful difference to their businesses.”

Meanwhile, Roopam Garg, CEO at dentsu X, said that their long-term partnership underlines Reckitt’s confidence in their expertise and that they look forward to working with the brand on driving consumer centricity and innovations.

“With a distinct viewpoint on the evolving communication landscape, dentsu X believes in providing experiences that go beyond conventional media exposures. This consolidation certainly empowers us to drive the desired seamless consumer experience,” Garg said.

Lastly, Gaurav Jain, senior VP for South Asia at Reckitt, commented, “We’re excited to expand our relationship with dentsu X. They understand our brand, our vision and our way of working. We are confident that dentsu X will continue to assist us in engaging with our audience while also contributing to our commercial objectives.”

Manila, Philippines – Global consumer goods firm Reckitt has partnered with e-commerce platform Shopee to launch its first-ever ‘Protection Starts Within’ campaign across the SEA region including the Philippines.

As people around the world face the continued threat of the COVID-19 pandemic, Filipino families are still placing high importance on upholding strict hygiene standards and ensuring proper nourishment

The regional campaign, which will be running from 21 to 23 June, aims to help families better protect their health and well-being by enabling shoppers to access Reckitt’s wide portfolio of family care essentials at Shopee Mall.

To meet the growing demand for health, hygiene, and nutrition products online, Reckitt will be educating customers about protecting and nourishing the family with Enfagrow A+ Four NuraPro, Lactum 3+6+, and Lysol on Shopee Live through the campaign.

Furthermore, Reckitt will be sharing exclusive product tips and best practices for family protection through an educational microsite. About 20 lucky viewers on Shopee live streams will also stand a chance to win ₱300 off shopping vouchers.

Muksitul Islam, the ASEAN e-commerce director at Reckitt, shared that they are proud to partner with Shopee in their regional initiative to reach more consumers across the region and in the Philippines. 

“They can be assured of convenient and quick access to our entire portfolio of well-loved brands including Enfagrow Four, Lactum 3+6+, and Lysol that will help meet their needs. Through Shopee’s engagement tools, our customers can also look forward to learning valuable tips on Reckitt’s products, as well as best practices through a fun and engaging way,” said Islam.

Meanwhile, Shopee Philippines’ Director Martin Yu, said that as part of the 7.7 Mid-Year Sale to give shoppers greater value, they are glad to partner with Reckitt to provide a wide variety of trusted household brands delivered directly to their homes. 

“As e-commerce grows to become an integral part of life, Shopee will continue to work with globally-trusted brands like Reckitt to ensure that shoppers can get convenient access to all that they need,” said Yu.

Reckitt will also be rolling out exclusive COVID-19 household protection deals on Shopee Mall, such as exclusive bundle sets and EnfaMama Elite Rewards Loyalty Program, which allows shoppers to get 500 points sign-up bonus, member-exclusive vouchers, and bonus points with every purchase from the official store on Shopee Mall.