Kimberly-Clark Selects Naked Communications as Its Communications Planning Agency

    DALLAS, Dec. 17 /CNW/ -- 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
    "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

For further information:

For further information: Joey Mooring of Kimberly-Clark Corporation, 
+1-972-281-1443,; or John Harlow of Naked Communications 
Group, +1-917-499-0071, Web Site:

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