$20 Million to Web

AdAge reports that Reckitt-Benckiser (Lysol, Airwick, Clearasil) will move $20 million from TV to the web. Good move & it's about time.

This quote from their media manager and internet specialist makes me laugh though, "Everything is ROI-focused and needs to be accountable," Mr. Fonzetti said. "That's why this program has taken us so long to develop. We want to make sure everybody is comfortable behind this."

Goodness, isn't your job to listen to your customers and make them comfortable. You should have done this years ago. I guess when you are spending that kind of money, you need to educate and sell internally first.