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»Eric Reynolds

Clorox CMO: DTC And Private-Label Brands Are A ‘Fairly Significant Threat’ To Business

With every successful direct-to-consumer (DTC) brand launch, a tiny bite is taken out of a legacy brand’s market share. Once those bites start adding up, DTC brands can become a major threat to business, said Clorox CMO Eric Reynolds at the ANA Masters of Marketing last week. “[DTC brands] are very nimble and capable competitors,”… Continue reading »

by Alison Weissbrot // October 30th, 2018 //
»
How Clorox Brought Its Brand Back To Life On Digital

When The Clorox Company made its first big investment in programmatic a few years ago, it helped the CPG double its market share in the cleaning category in just a few months. But a heavy focus on bottom-funnel, promotional ads caused its brand to deteriorate, said Eric Reynolds, CMO of Clorox at the ANA Masters… Continue reading »

by Alison Weissbrot // October 9th, 2017 //
»
 

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