INTERVIEW: Reckitt Benckiser SVP on brand advocacy & why 'there is no ROI of a friend'

BEIJING - We are now in the 'relationship era' of digital marketing, and no amount of one-sided advertising can camouflage a brand’s true nature, according to consumer-goods company Reckitt Benckiser, which gets Chinese consumers smitten with exuberant brands like Durex as well as less sexy ones like Dettol, Veet, Finish, Vanish and Air Wick.

by Jenny Chan 陳詠欣