Kimberly-Clark APAC CMO: Clients should cut out agencies and talk to media owners

Screen Shot 2014-03-27 at 12.08.04 PMThe APAC chief marketer for consumer goods brands Kimberly-Clark says marketers “lean” too much on media agencies and should instead deal more directly with platform providers and media owners.

Speaking at the Global Marketer Conference in Sydney yesterday Michelle Froah said: “We lean on our media agencies, perhaps too much to be a go between between us and platform partners. If we had more joint business planning and collaboration during constructing the executions we might have better ideas on how to execute.”

Froah was addressing the audience of marketers and agencies about the diversity of the APAC market and the challenges of tailoring products to various cultural markets.

“At Kimberly-Clark we think about diversity across a variety of things,” said Froah. “Today I want to focus on diversity of thought, diversity of approach and diversity of connection.”

“When we talk about diversity of thought we need to be really cognisant of the truth understanding of the insight. Very often observations are confused with insight.”

Froah said they often worked within cultural norms to influence consumer behaviour. Citing Kimberly-Clark’s work across Asia on areas such as clean wipes Froah said: “The retail sales (on clean wipes) has increased because we have change consumer behaviour to not feel clean unless you are using our product.”

Nic Christensen  


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