NEWS: Kimberly-Clark in Euro realignment

Kimberly-Clark, the paper goods giant, is reviewing all pan-European advertising arrangements across its tissues division in the wake of its recent dollars 9.5 billion merger with Scott Paper.

Kimberly-Clark, the paper goods giant, is reviewing all pan-European

advertising arrangements across its tissues division in the wake of its

recent dollars 9.5 billion merger with Scott Paper.



The two companies first announced a merger last July, but the move was

only cleared by the European Commission in January on the condition that

it did not involve combining Kimberly-Clark’s Kle-enex and Scott’s

Andrex tissue brands.



The client is now visiting all of its roster creative agencies and

examining current relationships with a view to future rationalisation.



Richard Huckerby, Kimberly-Clark’s European marketing director, said:

‘Amalgamating advertising is not the first thing one does following a

merger - it’s only now that we’re getting down to those tasks.’



Kimberly-Clark currently works with three international networks - J.

Walter Thompson, Foote Cone Belding and McCann-Erickson. Huckerby said

it was ‘unlikely’ that it would be approaching other networks at this

stage.



In the UK, advertising for the tissues division is split between JWT,

which handles the Andrex brand, and FCB, which looks after the Kleenex

account. Media is with Universal McCann and John Ayling and Associates.

Universal McCann also handles media planning and buying across Europe.



In 1994, Scott spent pounds 11.5 million advertising its brands in the

UK, mostly through JWT, compared with pounds 14.6 million by Kimberly-

Clark, largely through FCB.



Huckerby said: ‘We’ll be looking at how we handle media. There are lots

of ways to cut the cake.’



Under the European Commission ruling, Kimberly-Clark must now dispose of

its Kleenex bathroom tissue and kitchen towel businesses in the UK. The

Scott Handy Andies brand is also up for sale, and Andrex facial tissues

must be withdrawn completely. The ruling must take effect by the end of

the year.



The Andrex brand name now appears to be safe in the UK, at least in the

short term.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).