Kimberly-Clark: Retire the Old Brand-Advertising Model

This article covers the address of Kimberly-Clark's Clive Sirkin to the Association of National Advertisers' 2010 Agency/Client Forum, as reported by Warc's U.S.

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...

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