Rentokil Initial: Bold communications that do the business

CHALLENGE

We run external communications in the UK for business services group, Rentokil Initial. Our brief covers five separate businesses with different products, services and audiences. These five brands are brought together with a common customer service ethos supported with innovative products and technology.

APPROACH

Covering pest control through to washroom hygiene and landscaping, we need to keep Rentokil Initial’s brands top of mind for both business and residential customers across a wide range of sectors. From creating data driven stories on topics such as moth invasions or worker attitudes to hot desking to profiling employees, providing health and hygiene advice and exploring human behaviour in the work place, we ensure a consistent stream of news and content.

Rentokil Initial isn’t afraid to have fun. We’ve created major brand engagement campaigns like the multi-award winning Pestaurant and challenged ITV’s Loose Women to reveal how clean their handbags are by having a micro biologist swab for germs live on air. There is an appreciation that business customers are human and consumers too. They understand that to create a bigger impact, Rentokil Initial needs to lead discussions on lifestyle trends and enrich people’s knowledge with practical advice and scientific evidence.

IMPACT

Together we’ve established a highly effective press office based on a mutual desire for success and their trust in Brands2Life as guardians of the Rentokil Initial brand. In the last 12 months alone we secured 1,287 pieces of coverage of which 10% were national or broadcast. The combined circulation of all the publications Rentokil Initial businesses have featured in is 1.2 billion. Significant features have been secured in The FT, The Times, The Mirror, The Sun and on BBC News, Mail Online, Sky News as well as vital regional trade and vertical media such as building and construction, facilities management media.

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