Convincing a local Board there is real value in local insights and local execution is imperative. Barlas says: “Though we’re a multi-national and global organisation the great thing about Kimberly-Clark is it pushes the marketing groups around the world to use what we call an ‘adopt and adapt’ philosophy. So you can create programs at a local level and they’re taken on board and exported to the world.”
As many telco and service businesses shift towards digital marketing and data rich, high-frequency engagements with customers, Barlas says: “It is still about the brand and creating programs that are designed to connect consumers with all the different channels that are available to them every day.
“We’re improving the digital IQ of all our marketers and they are aware that they’re marketing in a digital world as opposed to digital marketing. They tend to set up and separate those two areas and we ensure that the brand teams are helping to drive those digital programs.”
Barlas also says that creative ideas are still very important: “How you go to market may have changed but there still needs to be a really strong consumer led insight and creative idea that brings it to life and makes it relevant to consumers.”
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