How Reckitt automated digital campaign taxonomy at global scale
From a fragile spreadsheet to a compliance engine embedded directly in media trafficking workflows.
The challenge: campaign naming conventions at global scale
For media teams at a company like Reckitt, campaign naming conventions (CNCs) are the backbone of paid media data. Every campaign tag, every placement name, every taxonomy field is a data point that flows downstream into reporting, attribution models, and AI-powered planning tools.
Reckitt had invested seriously in CNC governance and was already achieving 90%+ compliance across markets. But the infrastructure holding it together was a heavily customised Google Spreadsheet – and it was becoming a bottleneck:
- Generating a complete CNC for a single campaign took 30 to 90 minutes depending on size – hours per week pulled directly away from optimisation and strategy work across global trading teams.
- The spreadsheet’s structural limitations – no multi-select, rigid fields – meant the taxonomy data captured wasn’t always fit for strategic analysis or AI use cases downstream.
- Maintenance was owned by a single person. Any CNC update – or their absence – could introduce errors that couldn’t be fixed quickly, creating a single point of failure at global scale.
With AI-driven media planning central to Reckitt’s roadmap, the stakes were clear: inconsistent taxonomy data would undermine any intelligence layer built on top of it. The spreadsheet wasn’t just inefficient – it was a ceiling.
The solution: taxonomy compliance built into trafficking
Reckitt implemented Taxo_ by Grasp – replacing the spreadsheet with a purpose-built digital campaign taxonomy engine that integrates directly into their trafficking workflows. The core shift: instead of checking CNC compliance after a campaign is created, Taxo_ prevents non-compliant campaigns from being trafficked in the first place.
- Manual CNC generation via spreadsheet
- 30–90 mins per campaign setup
- Compliance checked retroactively
- Single owner, fragile to maintain
- Data gaps limiting analytics & AI
- Taxonomy embedded in trafficking workflow
- Setup time cut by 57%
- Non-compliant campaigns blocked at source
- Scalable, team-owned governance
- Structured data ready for AI pipelines
The rollout was significant in scope. CNC adoption is mandatory globally at Reckitt, which meant onboarding internal teams and agency partners across all markets simultaneously – while maintaining full business continuity through the migration. Reckitt also transitioned to a new CNC version during the rollout, a change that Grasp’s hyper-care team helped absorb with minimal disruption to live campaigns.
“Taxo_ seamlessly integrates the creation and adoption of campaign taxonomy into in-platform workflows, meaning that we are now preventing campaigns from being trafficked with an uncompliant naming convention instead of curing them post-launch. The rollout of this capability is a key milestone in our journey to establishing strong media data foundations, which are fundamental to unlocking the full potential of AI-driven solutions.”
Explore Taxo_ by Grasp — see how CNC compliance gets embedded directly into your trafficking workflow.
Explore Taxo_The results: faster operations, stronger data, AI-ready foundations
Campaign setup time dropped by 57% – a direct result of removing the manual CNC generation process that had burdened trading teams globally. That time goes straight back into optimisation and strategic work.
Digital campaign taxonomy data quality improved significantly: without the structural constraints of the spreadsheet, teams can now collect the granular metadata that feeds reporting, attribution, and AI-driven planning. CNC compliance held strong at 93% in top markets through the transition, with further gains expected as Reckitt rolls out Taxo_’s new notification model.
“Taxo_ has transformed Campaign Naming Convention from a manual, highly time-consuming process into a scalable capability embedded directly within our media workflows. This shift not only drives significant efficiency gains for our teams but also strengthens governance by preventing non-compliant campaigns at the source. It enables us to build robust data foundations that are critical to unlocking advanced analytics and AI-driven decision-making.”
For Reckitt, this is strategic infrastructure. Digital campaign taxonomy is the connective tissue between campaign execution and the intelligence layer above it – analytics, incrementality testing, and AI-powered planning all depend on data that is consistent, structured, and complete. Taxo_ is how they get there at scale.
See it in action
Book a demo and see how Taxo_ works inside your media trafficking workflow.
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