Kimberly-Clark: Retire the Old Brand-Advertising Model
Geoffrey PrecourtWarc
"I'm not suggesting that traditional advertising is dead," Clive Sirkin, general manager/global integrated marketing at Kimberly-Clark Corp., told a morning audience at the Association of National Advertisers' (ANA) 2010 Agency/Client Forum.
"But, from our point of view, the constant pressure to drive return on investment means that this kind of advertising - in its classic sense - is not getting us there."
Sirkin's formal job description includes accountability for "designing and employing a global integrated-marketing process that brings together the company's people, resources, capabilities, and tools to bear on commercializing...