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Kimberly-Clark is getting experimental with marketing efforts behind its Huggies brand. The packaged goods giant has been slowly moving away from TV, at least for now, and instead turning to smaller startups in its quest to reap maximum ROI online.
Take for instance, the Huggies team in Neenah, Wis., which has been working with Pontiflex, a Brooklyn-based cost-per-lead marketing company, for about six months. Pontiflex is one year-old. (It closed its first round of venture capital funding last year, and got an additional six and a quarter million in March.)
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