Wrigley and Kimberly-Clark Form Marketing Partnerships to Support Consumer Brands
Specifically, The Wm. Wrigley Jr. Co. enlists Ryan Partnership as an additional consumer promotions agency, joining GMR Marketing, to provide creative event marketing and promotional support for the company's brands in the
"Our newest agency, Ryan Partnership, demonstrated a deep brand-building and retail channel expertise, and adding them to our roster will allow us to further sharpen our promotional messages and bring them to life for consumers at the point of purchase and at events," says Wrigley's VP of North American Gum Marketing Paul Chibe. He adds that GMR Marketing provided superb event execution throughout our inaugural year in NASCAR, and Wrigley looks forward to continuing its relationship with the company.
Also this week, Kimberly-Clark selected Naked Communications to help implement an integrated marketing program better designed to confront the realities of today's communications and consumer environments. Naked will work closely with Kimberly-Clark to better integrate the efforts of all of Kimberly-Clark's agency partners to develop media-neutral marketing ideas, communications plans and channel strategies for Kimberly-Clark's consumer brands, including Huggies, Kleenex, Scott, Pull-Ups, Cottonelle, Viva, Depend and GoodNites.
"The current agency model, producing marketing programs built around 30-second television ads, is no longer relevant for today's business environment," says Tony Palmer, chief marketing officer, Kimberly-Clark. "It is incumbent on clients to take an active role in reshaping the model. This move is a key step in Kimberly-Clark's commitment to this agenda."
Naked Communications will work with the company's key agency partners, JWT, MindShare and Ogilvy & Mather in implementing the new model.