Advertising Age Article Abstract
Reckitt Adds Corporate Tags to TV Ads, but With a Twist
Effort Behind 'Brand RB' Targets Potential Employees, Not Consumers
BATAVIA, Ohio (AdAge.com) -- Reckitt Benckiser is adding a corporate tag to all its brand TV ads starting July 26, but with a twist: The effort isn't aimed at consumers despite being attached to consumer media advertising. Instead, the target is students the company is looking to recruit into its marketing and management ranks. ...