Q-and-A: Kimberly-Clark shifts marketing strategy

01/4/2008 | Promo Magazine

Hedy Lukas, Kimberly-Clark Corp.'s vice president of integrated marketing communications, is overseeing the company's shift to a channel-neutral marketing strategy. Kimberly-Clark, which makes brands such as Kleenex, Scott and Huggies, has decided to consider marketing vehicles such as events and samplings to promote products instead of over-investing in TV advertising.

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