Kimberly-Clark has divided the European creative advertising for its
consumer tissues division between Foote Cone Belding and J. Walter
Thompson, knocking McCann-Erickson off its roster.
The move follows a review of the global advertising arrangements across
its tissues division in the wake of its recent dollars 9 billion merger
with arch-rival, Scott Paper (Campaign, 8 March).
The two companies announced a merger last July, but it was only passed
by the European Commission in January on the condition that it did not
involve combining Kimberly-Clark’s Kleenex and Scott’s Andrex brands.
FCB has retained Kleenex facial tissues and snatched Scott household
towels - currently marketed as Andrex Ultra - from McCanns. Andrex Ultra
is expected to be renamed, and could be supported by a pounds 12 million
ad budget across Europe in the next year.
Chris Rendel, FCB’s managing director, said: ‘It’s more business from a
valued client. We’re very pleased.’
JWT has won Kleenex’s toilet tissue range across Europe. The agency will
continue to handle Scott’s toilet tissue products in the UK, which are
currently branded under the Andrex name.
The review does not affect the Kimberly-Clark personal care brands.
Ogilvy and Mather will continue to handle worldwide advertising for
Huggies nappy products and the complete line of Kotex feminine care
Media buying presentations will be made in the next few weeks. Media is
currently split between Universal McCann, which handles Scott’s media
buying, and John Ayling and Associates, which does media for Kimberly-
Clark. The Network and Optimedia also handle media business across
Europe. It is unlikely Kimberly-Clark will look beyond these agencies.