Campaign details

Advertiser: Kimberly-Clark Latin America Operations
Brand: Kimberley-Clark
Country: 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 change in our consumers, and ground this internal communications framework to engage employees effectively".

The result has been a true transformation for communications at Kimberly-Clark Latin America and beyond. The model was rolled out to the region in the Spring of 2016 and then shared to global teams. As of fall 2016, the Communications Way will become the standard for internal communications at Kimberly-Clark Corporation.

Research and insight that contributed to the creative strategy & the challenge