Mindshare scoops $60m European media business

- Kimberly-Clark has centralised its $60m pan-European media planning and buying business with MindShare.

- Kimberly-Clark has centralised its $60m pan-European media planning and buying business with MindShare.

The appointment follows a four month strategic review of Kimberly-Clark's existing media planning and buying business, during which discussions were held with all incumbent agencies as well as media agencies not currently working on the company's business.

The review came just a year after an earlier review, which ended with Kimberly-Clark rejecting the idea of a centralisation into a single European media network and deciding instead to centralise the media business on a country-by-country basis.

In 1996, the sanpro-to-toilet tissue manufacturer appointed John Ayling & Associates to the £22 million UK account, while Universal McCann took the business in the Netherlands; the Network was handed the French account and the German agency, GMFO, won the business there. Initiative Media has subsequently picked up the account in Greece.

The win is a further boost to the newly launched MindShare in the UK, which last week won Radio Rentals' £10m centralised media business.

In addition to the incumbent agencies, Kimberly-Clark also saw presentations from Carat and CIA Group.

The appointment of MindShare, together with the recent appointment of Oliver Cleaver, the former general manager of CIA/Mediahaus in Germany, as Kimberly-Clark Europe's media director is expected to result in a significant improvement in the company's media management process and media effectiveness.


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