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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