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Reckitt - Web Factory 

Streamlining Global Brand Consistency

Centralising support for a Multi-tenant CMS 

Reckitt faced significant challenges in maintaining brand consistency across its 600+ registered domains worldwide. With multiple versions of a multi-tenant CMS system and disparate management by local agencies, brand sites varied greatly, leading to inconsistencies and inefficiencies. Budget constraints and regional requirements further complicated matters, making it difficult for brands to implement changes effectively.

To address these issues, Reckitt implemented the Web Factory initiative, a centralised solution to align brand execution globally, simplify processes, and ensure consistency without compromising regional needs. With a multi-tenant CMS running various versions and no centralised support, Reckitt struggled with brand inconsistencies and high costs. Regional managers often pursued unique creative offerings, further fragmenting brand identity. The Web Factory's objective was to establish a governance structure integrating global support with local ownership. By designing a Target Operating Model (T.O.M) and implementing existing technology solutions like JIRA, Reckitt streamlined its brand offerings and improved oversight, resulting in significant savings and enhanced brand consistency across its global operations.

This is How

Key Objectives
  • Establish a solution for brand inconsistencies.
  • Ensure services are accessible to all regions.
  • Define service levels and manage local team integration.
  • Create a governance structure for global-local support.
Actions Taken
  • Developed a Hub and Spoke T.O.M.
  • Formed a geo-located, multidisciplinary support team.
  • Built a service model using JIRA for task management.
  • Integrated services with internal Reckitt tech teams.
  • Designed a tiered rate card for service funding.
  • Implemented software to evaluate domain traffic and usage.
Key Outcomes
  • Onboarded 35 global brands into the Web Factory.
  • Validated the model and achieved cost savings.
  • Deployed master templates for brand site migrations.
  • Redesigned 20 global brand sites using the new approach.
  • Secured global backing for team expansion.
  • Decommissioned over 100 non-compliant or legacy sites.