Clorox is focusing on humor and music to engage consumers as it increases its ad buying and puts an edge on its social media presence, said Don Knauss, the company's chairman and CEO. "One of the things we realized about advertising is if it isn't engaging it's not persuasive," Knauss said. In a New York Times interview about his leadership at Clorox, Knauss said he is looking for passion, energy and "fire in the belly" in the people he brings on at the company.

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