‘Full funnel ideas: lessons from the GenAI frontline’ with Reckitt’s Becky Verano
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‘Full funnel ideas: lessons from the GenAI frontline’ with Reckitt’s Becky Verano
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著者：
Becky Verano, Reckitt Benckiser’s Global VP of Marketing & Capability is a bona fide effectiveness trailblazer.
With hard-won experience of how tech and GenAI are now transformational insight & effectiveness catalysts, she’s set up the RB Marketing Excellence Academy and done some on the powerful marketing in the world with Vanish ‘Me, My Autism & I’ and Nurofen ‘Pain Gap’ winning an IPA Effectiveness Award, 2 x 2024 UK Effies and 5 Cannes Lions.
In this episode discover:
The one question that helps tackle the toughest challenges
Her top tip for successfully delivering a creative transformation
The biggest mistake brands make now, and how to avoid it
The big effectiveness unlocks for mastering ‘Full funnel’ marketing
Why system 1 emotion isn’t enough for an idea to succeed
Why not all brands should have a ‘fight’ or purpose
How GenAI-enabled creators are the next generation of agency
What she learnt as a leader during her time on Dettol during the COVID pandemic
Her legacy
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