Tag: Reckitt

Singapore – Matthieu Muniz, most recently the regional chief marketing officer for Asia-Pacific at Reckitt, will be stepping down from the company in April in favour of a new opportunity in the United Kingdom. It is worth noting that this marks the end of Matthieu’s 11-year streak with Reckitt.

In a LinkedIn post, he said that he will be seeking a new leadership role in the UK, and he is grateful to work alongside his Reckitt colleagues.

“Driving transformational growth has been my true north. It has been incredibly rewarding: leading teams and steering business units across consumer healthcare, personal care & medical devices, globally, regionally and in market. We reshaped growth trajectories in ways that seemed impossible! To all my Reckitt colleagues, and agency partners, I have been so privileged to lead and be led, work with, for and alongside you all,” he stated.

During his most recent role, Matthieu oversaw the end-to-end marketing function for a diverse portfolio for Reckitt, managing across FMCG, OTC, consumer health, and HCP-led categories. He also handled the P&L for Reckitt’s health division and report directly to the APAC SVP, playing a key role in regional and global leadership teams.

He also served as the company’s marketing director for the Philippines between 2018 to 2020, where he led a 36-member team across marketing, media, consumer insights, HCP, and performance marketing. He was also fully responsible for P&L, market share growth, and digital transformation. Moreover, he reversed a 5-year business decline of the brand, turning the Philippines into a high-growth market for Reckitt.

Moreover, he also served as the brand’s global marketing director for white space innovation. In it, he built and led a high-growth startup within Reckitt, leveraging digital innovation for transformative growt. He also led new category entries, developing a diverse portfolio of products, services, and digital solutions; as well as leading a multidisciplinary team across marketing, digital, SaaS, R&D, medical, regulatory, and commercial.

Reckitt recently partnered with GrabAds to elevate brand visibility and drive sales across Southeast Asia by harnessing GrabAds’ retail media network (RMN) capabilities.

Through GrabAds’ RMN capabilities, Reckitt brands can precisely target high-value Grab consumers while tapping into Grab’s broader online-to-offline (O2O) ecosystem, including GrabMart and its delivery network, for instant product delivery to consumers.

Singapore –  Reckitt has teamed up with GrabAds, the advertising arm of Grab, to elevate brand visibility and drive sales across Southeast Asia by harnessing GrabAds’ retail media network (RMN) capabilities.

The partnership allows Reckitt’s health, hygiene, and nutrition brands, including Dettol, Enfagrow, Strepsils, Durex, and Gaviscon, to leverage GrabAds’ first-party data and innovative ad formats to precisely target consumers and enhance marketing across Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines.

With GrabAds’ RMN capabilities, Reckitt brands can precisely target high-value Grab consumers while tapping into Grab’s broader online-to-offline (O2O) ecosystem, including GrabMart and its delivery network, for instant product delivery to consumers.

The campaigns will also tap into GrabAds’ full-funnel ecosystem to maximise brand visibility and drive sales across key consumer touchpoints, from in-app discovery to purchase and offline delivery. Using first-party data, Reckitt can target specific consumer segments at optimal moments, utilising ad placements like native ads and search ads within the Grab platform.

Reckitt is the first partner to pilot GrabAds’ newest search ad format. Through this collaboration, Reckitt brands will gain access to real-time reporting for search keyword optimisation, improving overall campaign performance.

Ashleen Ngion, regional eCommerce director (ASEAN, Japan, and Korea) at Reckitt, said, “This strategic partnership with Grab aligns greatly with our guiding compass of putting consumers and people first. By being where consumers are and engaging with them, our brands—Dettol, Enfagrow, Strepsils, Durex, and Gaviscon—will become more accessible through Grab.” 

“As an organisation with a strong entrepreneurial spirit and always seeking new growth opportunities, we believe leveraging the retail media capabilities of GrabAds will allow us to unlock more precision targeting capabilities and grow brand penetration. We are excited to build more shared success with Grab and pioneer new initiatives,” Ngion added. 

Reckitt’s partnership with GrabAds kicked off with a regional Valentine’s Day campaign for Durex. In-app banners on Home Feed, GrabMart, and other Grab Marketing Solutions used first-party data to target purchase-ready consumers, boosting both awareness and sales. 

“Our partnership with Reckitt, the first of its kind with non-food adjacent FMCG brands, represents a pivotal milestone for GrabAds as we enhance our service to the FMCG sector. This collaboration is designed to support Reckitt in optimising its digital marketing strategies and accelerating growth across Southeast Asia with innovative and creative campaigns that deliver comprehensive, full-funnel impact,” said Ken Mandel, regional managing director and head of GrabAds and enterprise at Grab.

“In a competitive FMCG landscape, brands can differentiate themselves by aligning with evolving consumer behaviours and preferences, including providing desired products on-demand and enhancing the last-mile delivery experience,” he added. 

The partnership between GrabAds and Reckitt reflects a growing trend of FMCG brands like Reckitt turning to RMNs for growth. Advertising spend on RMNs in Southeast Asia is expected to reach US$4.7 billion by 2030, according to a recent GrabAds and Kantar study.

Australia – Advertising agency WiredCo. has launched a major new campaign for Reckitt’s hygiene brand, Dettol, who has partnered with The Wiggles to find a way to turn handwashing into a fun experience for both parents and children alike.

The partnership approaches handwashing from a fun standpoint, using a trusted role model and music to build memory structures that teach children to wash their hands properly.

To raise awareness of the partnership, WiredCo was appointed to develop the ‘Wash Like The Wiggles campaign’, which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week in ANZ, centred around a song and a simple dance routine and music video that was co-created with The Wiggles.

Alongside this, a new Dettol Kids Colour Foaming handwash has been created with The Wiggles, which helps making handwashing fun, and is available in multiple stores across the ANZ region.

To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.

Talking about the partnership and the campaign, Holly McCarthy, marketing director for Reckitt ANZ, said, “During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst 3–6-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.”

“After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help.” she added.

Meanwhile, David Kennedy, partner at WiredCo., commented, “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.”

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.