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Naked Helps Kimberly-Clark Expand Vision

  • Adweek, Wednesday, December 19, 2007 11:30 AM
Kimberly-Clark is hiring Naked, New York, to help it and its agencies identify the best communications channels it can leverage to execute specific brand programs. Naked is media-channel neutral, so it will be able to assist K-C in exploring the best channels and outlets for specific brands, says Joey Mooring, a K-C representative.

Tony Palmer, CMO at K-C, says that producing marketing efforts built around TV commercials is no longer relevant in today's business environment. "It is incumbent on clients to take an active role in reshaping the model," he says in a statement.

Naked is not replacing any existing agencies. It will work with JWT, MindShare and Ogilvy & Mather--K-C's key agency partners--to implement the new model. "Simply put, Naked will help us and our agencies no longer take a shotgun approach with our marketing programs by relying on a 30-second TV spot to reach consumers with our messages," Mooring says.

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