DALLAS, Dec. 17 /PRNewswire-FirstCall/ -- Kimberly-Clark Corporation
(NYSE: KMB) today announced it has selected Naked Communications as its
communications planning agency to help implement an integrated marketing
program better designed to confront the realities of today's communications
and consumer environments.
Naked will work closely with Kimberly-Clark to better integrate the
efforts of all of K-C's agency partners to develop media-neutral marketing
ideas, communications plans and channel strategies for K-C's consumer
brands, including Huggies, Kleenex, Scott, Pull-Ups, Cottonelle, Viva,
Depend and GoodNites.
"The current agency model, producing marketing programs built around
30-second television ads, is no longer relevant for today's business
environment," said Tony Palmer, Chief Marketing Officer for Kimberly-Clark.
"It is incumbent on clients to take an active role in reshaping the model.
This move is a key step in K-C's commitment to this agenda."
According to Hedy Lukas, K-C's Vice President of Integrated Marketing
Communications, Naked Communications will work with the company's key
agency partners, JWT, MindShare and Ogilvy & Mather in implementing the new
model. "We are pleased with how our agency partners have embraced our new
integrated and media-neutral approach to marketing our brands. By adding
Naked as part of our marketing resources, we believe they will be a strong
partner in helping K-C and our agencies accelerate our brand-building
initiatives, improve effectiveness of our marketing resources, and maximize
the return on our marketing investments.
"Naked brings a fresh, innovative and transparent view to the party. By
engaging them within our marketing process we expect to drive real change
in how we market our brands in a really short period of time. Ultimately,
we need fully integrated and balanced approaches to reach consumers and
customers in ways that drive return on our marketing investments faster. We
cannot achieve this by just tweaking the old model."
John Harlow, Group Founding Partner at Naked Communications, said: "We
are thrilled to be working with Kimberly-Clark and its agency partners, as
the company pursues strategic marketing efforts that are truly integrated
and which help improve the bottom line. Being named K-C's communications
planning agency validates Naked's leadership in helping global
organizations achieve the greatest results from implementing global
integrated marketing programs."
About Naked Communications
Naked Communications Group is an independent neutral communications
strategy company, which was established in London in 2000. It now has
offices in London, Amsterdam, Paris, Oslo, Sydney, Melbourne, New York and
Tokyo. Kimberly-Clark will join Naked's expanding roster of global and
international clients which include Nokia, Coca-Cola and Johnson & Johnson.
For more information, visit http://www.nakedcomms.com.
About Kimberly-Clark
Kimberly-Clark and its well-known brands are an indispensable part of
life for people in more than 150 countries. Every day 1.3 billion people --
nearly a quarter of the world's population -- trust Kimberly-Clark brands
and the solutions they provide to enhance their health, hygiene and
well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups and
Depend, Kimberly-Clark holds the No.1 or No.2 share position in more than
80 countries. To keep up with the latest Kimberly-Clark news and to learn
more about the company's 135-year history of innovation, visit
http://www.kimberly-clark.com.
SOURCE Kimberly-Clark Corporation
 back to top
Related links:
http://www.kimberly-clark.com
http://www.nakedcomms.com
Photo Notes:
NewsCom: http://www.newscom.com/cgi-bin/prnh/19991117/KMBLOGO
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
Joey Mooring of Kimberly-Clark Corporation,
+1-972-281-1443, joey.mooring@kcc.com; or John Harlow of Naked
Communications Group, +1-917-499-0071, john@nakedcomms.com
|
