Kimberly-Clark has pooled its entire pounds 40m pan-European media
account into MindShare, the media agency owned by WPP advertising
agencies J Walter Thompson and Ogilvy & Mather.
The appointment, which is effective from August this year, follows a
four-month strategic review of the business.
In the UK, John Ayling and Associates loses its hold on the pounds 23m
account after just two years.
In Europe the account was split between Ogilvy & Mather’s former media
arm, The Network, which handled the business in France, Belgium and
Switzerland; Universal McCann which handled the account in Spain,
Portugal, Italy and Holland; and GFMO, part of the BBDO network, which
held the account in Germany.
Creative remains split between Ogilvy & Mather and FCB.
Kimberly-Clark media director Oliver Wheeler said: ’We needed to become
more integrated because we didn’t feel we were getting the right focus
from a disparate number of agencies. MindShare were a few blocks ahead
and they understand the nature of our competitive challenge with Procter
Kimberly-Clark called the review last November and invited MindShare to
pitch against Universal, Initiative Media, Carat and CIA
A full review of Kimberly-Clark’s media planning and buying business was
initially held in 1996, when it first considered, but rejected,
centralisation following the acquisition of Scott Paper.
Kimberly-Clark’s global brands include Huggies, Pull-Ups, Kotex and