Kimberly-Clark – Activating the Ambition



A new strategy to swing into action

Kimberly-Clark Europe set themselves the challenge of bringing their new ‘Ambition’ strategy to life through an organisation-wide activation programme.

We helped them to engage with and win buy-in from a number of pan-European markets – all at different stages of the strategic journey.  The key challenge was to demonstrate that this new Ambition was fresh and innovative and that the role that employees played in delivering it would be vital to Kimberly-Clark’s future.

Solutions for K-C people, developed by K-C people

Working with K-C’s strategic and communications teams, we formed an ‘Oxygen’ team of employee representatives from across Europe, tasked with breathing life into the programme. This gave them ownership of the solutions – for K-C people, by K-C people.

We developed a look and feel for the Ambition and structured working sessions with the Oxygen Team using active learning materials to help them explore the best approach to roll-out.

We also supported the Oxygen Team with interactive materials such as yearbooks, cascade templates, stories and recognition cards, for them to onward engage in their own markets.

A key challenge was to win the leadership team’s buy-in to the approach. So at their next European leadership conference, where the Ambition was to be formally launched we took an attention grabbing and informal approach to communicating with them.  This included a giant Ambition jigsaw, Ambition cards for people to write on and share their own ‘Bold, Proud & Essential’ stories, and ‘end of pier holes’ where everyone – including the CEO – put themselves in the picture and made a pledge captured on camera.

Local teams embedding local ideas

Awareness of the Ambition reached across all European markets with local teams really getting behind the Ambition and sharing success stories and pride points.