Kimberly-Clark

Amanda Frederick, Brand Manager, Kleenex
Edna Guerra, Commercial Program Manager

VSA Partners *Lead Agency

Bob Winter, Executive Creative Director
Adam Brown, Director, Client Engagement

Mindshare *Lead Agency

Kari McTaggart, Partner, Director
Lance Whitehead, Associate Director, Digital Investment

VML

Katie Anderson, Director, Client Engagement

Geometry Global

Kristin Howard, Management Supervisor, Shopper Marketing

Ketchum

Abby Lovett, VP, Group Manager

VIMBY, The Mark Burnett Content Studio

Adam Reno, Executive Creative Director

Being the leader of a declining category can only mean one thing: Its time to change the game. To save itself, Kleenex needed to transcend nose-wiping and stand for something that mattered to people. By repositioning itself as a gesture of care, Kleenex put itself at the center of a program that stood for empathy in a world of indifference. Since launch, Kleenex has increased sales by 4.5X (+2.7%) vs. expectations while delivering nearly 12MM social engagements in the first 11 weeks of programming44X total social engagements in 2014.