Re-positioning a global deodorant brand
Challenge- Rexona needed a new idea. The old line, "It won't let you down" wasn't resonating with audiences any more.
Idea - Leading various other agencies, RGA London worked in embracing the ability to do more via the power of the product. The reult was a new brand line picked up by other agencies and a global, integrated campaign; DO: MORE
NB: I had a dominantly strategic role under ECD George Prest, and did not oversee production.