Reckitt Benckiser Combats ‘Social Fatigue,’ Bets on Facebook
Laurent Faracci, U.S. chief strategy and marketing officer of Reckitt Benckiser, acknowledges that he works for one of the most cost-focused marketers around. When such a tough customer finds that a Facebook program pays off, it may carry Nixon-goes-to-China weight. That may be why most attendees at Facebook’s first CPG Summit on Jan. 17 stuck around to the bitter end in a cramped space near the Jacob Javits Convention Center in New York to hear what Mr. Faracci had to say. And the results were encouraging — at least for RB and Facebook.