Kimberly-Clark calls review of Andrex UK digital account
Andrex, the Kimberly-Clark toilet-tissue brand, has put its UK digital business up for review.
The brand has already approached agencies with an RFI as part of the statutory review process.
Andrex’s digital account, which includes social media, is currently held by WCRS. The agency has handled the business for the past four years and is expected to repitch for the account.
WCRS recently launched a digital campaign across Andrex’s Facebook page, increasing its "likes" from 300 to 300,000 in 18 months.
JWT London handles Andrex’s advertising account and is unaffected by the review. In September, it relaunched a real puppy mascot for the brand as part of a one-off £2 million campaign to celebrate Andrex’s 40th anniversary. The brand had not used real puppies in its advertising since 2010.
The activity focused on Andrex’s partnership with the charity Guide Dogs and sought to encourage consumers to help raise funds to train 40 guide dogs. Andrex used
its digital platform, Puppy Points, to help raise nearly £300,000 to cover the costs of training the dogs over a two-year period.
Consumers were able to donate by scanning a code on promotional Andrex packs with their smartphone or by buying guide-dog soft toys. The dogs’ progress could be tracked via Facebook.
This article was first published on campaignlive.co.uk
- Senior Planner, Direct Marketing /CRM Agency, London Direct Recruitment £70,000-100,000, London (Greater)
- Account Executive - Partnership Marketing Stonor £18,000 to £20,000, London (Central), London (Greater) / London (North), London (Greater) / London (West), London (Gr...
- Account Manager/Senior Account Manager - Integrated - Herts Stonor £28,000 to £35,000 dependent on experience , Bedfordshire / Hertfordshire / London (North), London (Greater)
- Midweight Copywriter (Digital) createselect Up to £38K pa, depending on experience, London (Central), London (Greater)
- Digital Marketing Executive - Healthcare GoodEgg Digital £24k + Great Benefits, England
- ASA receives 240 complaints about Sainsbury's Christmas ad
- John Lewis Christmas ad gets three times more views than Sainsbury's in first 24 hours
- Watch: The Post Office's first Christmas TV campaign in five years
- Watch: Ant and Dec star in Morrisons' festive campaign
- DigitasLBi is on hunt for new media leader as Ling exits
- Samsung launches first Christmas TV campaign in the UK