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Advertising Age Article Abstract

How Kimberly-Clark Is Lifting Sales by Elevating Marketing

Radical Approach Ties Compensation for All Execs -- Not Simply Marketers -- to Improvements in Brand Equity

Published: November 07, 2011

The past two years have seen Kimberly-Clark increase reported ad spending as a share of sales by nearly a percentage point to 3.5%, which would be more in the range of 5% if you remove the traditionally low-spending away-from-home and professional health-care product portions of the business from the mix. ...

Full Article Word count: 1319

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