Kimberly-Clark, through the Kimberly-Clark Digital Innovation Lab has partnered up with Mindshare and several venture capital firms to create an innovation competition.
This will ultimately culminate in a live pitch held at CES 2014, which is a global consumer electronics and consumer technology tradeshow that takes place every January in Las Vegas. The winner of the pitch will have a chance to make its start-up ideas a brand and business reality.
Kimberly-Clark will be providing briefs that are sent to a pool of pre-selected start-up and technology firms through Mindshare’s venture capital partners. A shortlist of companies based on responses to that brief will be invited to present their ideas in-person at CES. Kimberly-Clark will review the ideas and will determine whether it wants to proceed with the ideas for further exploration or investment.
Clive Sirkin, CMO, Kimberly-Clark, said: “At Kimberly Clark we do not do digital marketing, we build brands in a digital world for a digital consumer. These digital consumers continue to erase the boundaries that once defined distinct marketing channels. That requires us to be relentless in our commitment to marketing technology innovation and, within that, accessing the very best open source innovation through programs such as Fast Forward at CES.”
“We want to turn the world into our lab,” he added.
Nick Emery(pictured), Mindshare Worldwide CEO, said: “We believe Adaptive Marketing is about using data all the way through the marketing and sales cycle to new product development and we’re delighted to be partnering with Kimberly-Clark as part of Fast Forward.’