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Kimberly-Clark Selects Naked Communications As Its Communications Planning Agency


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

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


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