09.04.2009
Reckitt Benckiser moves US$ 20 million to web ads
FMCG giant Reckitt Benckiser will migrate around US$ 20 million of its TV ad budget to the internet. The strategy is to mainly invest in online video. The move will affect 15 brands, among them Mucinex, Lysol and Air Wick. This is a very significant decision, as the brand last year allocated 90% of its marketing budget for TV (US$ 475 million) and only US$ 1 million in the internet.
Fonte: AdNews
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