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A stay-at-home parent with young children and an elementary school teacher may use the same Clorox product, but prefer different advertisements.
The brand needed to find a way to reach individual consumers with customized messaging, but before July 2020, when it consolidated all media with Omnicom’s largest media agency, OMD, it relied on disconnected data to plan and execute on its media strategy. The Clorox marketing team used syndicated data from companies like MRI to understand target audiences’ purchase behavior, and its agencies tapped into data on media consumption habits.