Magazine article Marketing

Profile: Paper's Pace Setter, Troy Warfield, Managing Director UK & Ireland, Kimberly-Clark

Magazine article Marketing

Profile: Paper's Pace Setter, Troy Warfield, Managing Director UK & Ireland, Kimberly-Clark

Article excerpt

Nappies hold a particular appeal for Troy Warfield. The managing director of Kimberly-Clark's UK and Ireland business, which owns Huggies, recently became a father for the third time.

As well as bringing new life into the world at home, Warfield has been keen to revitalise Kimberly-Clark since he joined last October, having spent 18 years in sales and marketing roles at Unilever. He says the challenge is to 'put more energy and adrenaline into our brands to make them great'.

After spending his first 90 days on a fact-finding mission, Warfield began work to inject some pace into the company's activities. Priorities include liberating brands by increasing the speed of innovation, and better connecting with consumers.

His work is already beginning to pay off. Earlier this month, Kimberly-Clark launched its longest-ever Andrex product, based on the insight that a major consumer gripe is changing the toilet roll (Marketing, 11 July), and the firm is about to launch a new line, Kleenex Ovals. The designer boxes moved from idea to conception in just six months, compared with the usual 18 months for innovations.

Warfield believes his passion to get things done quickly stem from his entrepreneurial nature. As a young man, he set up his own laundry business and his father ran many ventures, including a chain of hotels.

Warfield's other priority, to better connect with consumers, has also prompted a corporate change. Kimberly-Clark is focusing more marketing activity online and through retail partners. The Huggies brand in particular illustrates this move. Digital marketing accounted for 5% of its spend last year, but has risen to 15% this year.

'If we want a true emotional and relevant connection, we have to start shifting the way we spend ... it's about really tapping into this core market,' he says.

Kleenex has also benefited from a shift in marketing focus. The tissue market leader was 'beginning to lose some of its emotional connection with consumers', Warfield admits. But he says the 'Let it out' campaign, which included a song that made it into the iTunes top 40 and a touring blue sofa that encouraged the public to share their feelings, has turned around that connection with customers.

Warfield's brand liberation project also saw Andrex and Kleenex team up with Comic Relief earlier this year. …

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