• by Gavin O'Malley  @mp_gavin, April 7, 2009

Preparing for what it calls "several key initiatives," tissue and diaper maker Kimberly-Clark Corp. chose Organic as its digital agency of record, the companies announced Monday.

Through the partnership, Organic will help Kimberly-Clark develop "experiences" for their customers that inspire belief, influence decisions, encourage engage, and a sharing of ideas, according to an Organic spokeswoman.

Separately, Intel selected Organic to support its online global and retail content syndication efforts, the companies announced Monday. Organic is translating online content and syndicating it to 28 countries in 16 languages. Through the partnership, Organic will attempt to help Intel's retailers and original equipment manufacturers up-sell and target customers at the point of consideration.

Irving-based Kimberly-Clark recently said that rather than a generic brand that caters to both sexes, retailers are have begun carrying its new product line of gender-specific adult absorbent underwear for consumers with incontinence issues.

Kimberly-Clark is now rolling out an integrated marketing campaign to promote the new products, featuring TV ad spots directed by filmmaker Errol Morris.