A communications way for legendary communications at Kimberly-Clark

Kimberly-Clark, a personal care products corporation, successfully launched a new internal communications strategy in Latin America, which was quickly adopted across the brand's global structure.

Campaign details

Advertiser: Kimberly-Clark Latin America OperationsBrand: Kimberley-ClarkCountry: Latin America

Brief Description of the Assignment

The Communications Way is framework to plan, execute, measure, and adapt Internal Communications with real time agility.

This framework was built by the newly minted Kimberly-Clark corporate communications team after an initial diagnosis of the area showed voids in a number of fronts. With the go-ahead of global company leadership, the team engaged WPP's Mindshare agency. The ask was exciting: "Let's build together a model that replicates the same mindset used with brand teams at Kimberly-Clark to drive behavior...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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Bray Leino

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