MEDIA: K-C’s pounds 40m for MindShare

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.

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

& Gamble.’



Kimberly-Clark called the review last November and invited MindShare to

pitch against Universal, Initiative Media, Carat and CIA

Medianetwork.



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

Kleenex.



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