Rentokil Initial: Building a Business Services Leader

CHALLENGE

FTSE 100 listed firm, Rentokil Initial, delivers vital services across a variety of sectors including pest control, specialist cleaning and disinfection, hygiene services, property care and interior landscaping. As Rentokil’s external communications partner for more than ten years, Brands2Life helps keep its brands relevant in the media and front-of-mind for customers. This became even more important during the pandemic, as a host of new challengers entered what were previously niche sectors.

APPROACH

Working closely with the leaders of each brand and their key subject matter experts, we develop communications plans that demonstrate Rentokil’s industry-leading expertise, standards and innovation. Every day we pitch their content, data, news and opinions to a wide variety of vertical, business, facilities management and consumer lifestyle media. Whether that’s the latest horrifying stats on pests in the UK, to best practice in the fight against Coronavirus, to how to spot the early warning signs of property damage. We are also in charge of creative campaigning, including multi-award winning  Pestaurant, or challenging ITV’s Loose Women to dish the dirt on the cleanliness of their handbags, to warning office workers of the hygiene perils of a tea-run, or standing up against issues such as period dignity. Our campaigns increase visibility and deliver tangible business impact for Rentokil’s brands.

IMPACT

Together we’ve established a highly effective press office based on a mutual desire for success. Over the past five years, we have averaged 675 pieces of coverage per year, across core vertical, national and broadcast media to position Rentokil Initial as the experts in their field – building awareness and driving sales leads.

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