Naked Communications to work closely with Kimberly-Clark

18 Dec '07
2 min read

Kimberly-Clark Corporation 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.”

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