Kimberly-Clark tackles the "insanity" of modern marketing

This event report discusses how Kimberly-Clark is attempting to escape the cycle of “insanity” which is gripping modern marketing practice.

Kimberly-Clark tackles the "insanity" of modern marketing

Stephen WhitesideWarc

Assessments of the modern marketing ecosystem typically emphasise words like "transformation", "revolution", and "disruption". But according to Clive Sirkin, cmo of Kimberly-Clark, the sector's ills are considerably more severe – to the extent they now border on "insanity".

"It's insanity in the sense that your behaviour – and our behaviour – defies logic," he informed delegates at the Advertising Age Digital Conference 2014. "In an industry of arguably the most creative, most innovative people, we're still locked in an old model. And we can't get out of it."

An obsession...

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