The Clorox Company:
Winning in the Digital Marketplace
Clorox, a $5 billion consumer goods company, wanted to improve their digital marketing efforts and priorize the action steps needed. Weiss Ideas initiated a three-step process:
- Interviews with over 30 internal managers to gauge their capabilities, strengths and weaknesses.
- Benchmarking the company’s digital efforts against the savviest digital marketers.
- Recommendations on how the company can improve their hiring practices, agency architecture, strategic priorities, search, social media and training.
Peter then led a digital agency search that resulted in finding the right digital agency partner for the Clorox brand. This search was heralded as the best agency search process with a consultant among both the winners and losers. It enabled all agencies to contribute their best work throughout a “fair” and “transparent” process.