Kimberly-Clark goes Naked
December 17, 2007
Kimberly-Clark, Dallas, has picked Naked Communications as its communications planning agency in it’s flight from TV advertising.
Naked is not replacing any existing agencies. It will ‘work with’ JWT, MindShare and Ogilvy & Mather—K-C’s key agency partners—in implementing the new model. In essence, they won’t replace them… but now JWT, MindShare and Ogilvy & Mather will be reporting to Naked.
Firms such as Kimberly-Clark are sick of the traditional media 30 second spot, but that being stated.. it’s not like Naked is the master of on-line marketing either. For example their site crashes and doesn’t display in Firefox using any form of Linux (Ubuntu, Debian, Redhat…)
It’s still a good read to see Ogilvy report to Naked. Brand Week has some of the story.
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john harlow
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