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Under the marketing leadership of Tony Palmer, Kimberly-Clark has been transformed from a paper products manufacturing company into a consumer-facing business, based on the philosophy that marketing is “the organizing principle of growth for a company,” as he told Forbes on his promotion to his new role, which includes responsibility for the global marketing, innovation, corporate research and development and corporate communications functions.
That philosophy has manifested itself in a number of terrific public relations programs, including SABRE-winning work like U by Kotex—an edgy youth-oriented campaign for the tampon brand—and The Great American Try On for Depend, which saw celebrities sporting briefs for incontinence as a way to confront the stigma of the condition head-on and get media buzzing. The company recently named a new CMO Scott Usitalo, who reports into Palmer.
Palmer joined Kimberly-Clark in 2006, having previously served as managing director, UK, for Kellogg Company, and president of the company’s natural, frozen and warehouse club businesses. He also held marketing and general management positions within the Minute Maid division of Coca-Cola, as region director for Coca-Cola in Australia, and as a marketing manager with Mars Confectionery Australia.
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