Kimberly-Clark Corp. has accelerated its move to a channel neutral planning process with the hiring of Naked Communications.

The maker of well-known brands Huggies, Kleenex, Scott, Pull-Ups, Cottonelle, Viva, Depend and GoodNites has shifted its focus from leading marketing plans with TV advertising to beginning the planning process with a clean slate—open to all channels.

The move is expected to place more emphasis on consumer promotion, Hedy Lukas, the company’s vice president of integrated marketing communications, said.

“The current agency model, producing marketing programs built around 30-second television ads, is no longer relevant for today’s business environment,” said Tony Palmer, chief marketing officer for Kimberly-Clark, said in a statement. “It is incumbent on clients to take an active role in reshaping the model. This move is a key step in K-C’s commitment to this agenda.”

Naked Communications will work with the company’s key agency partners including JWT, MindShare and Ogilvy & Mather in implementing the new model.

Naked Communications Group was established in London in 2000. It now has offices in London, Amsterdam, Paris, Oslo, Sydney, Melbourne, New York and Tokyo. Its roster of clients includes Nokia, Coca-Cola and Johnson & Johnson.

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