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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