CLIENT OF THE WEEK: Swede plans Kleenex revamp - Thomas Erikson is happy with plans for the brand’s overhaul, Mairi Clark says

If you’re looking for a heart-warming tale of ’minnow swallows whale’, you need look no further than last week’s Campaign.

If you’re looking for a heart-warming tale of ’minnow swallows

whale’, you need look no further than last week’s Campaign.

Last Wednesday, SCA UK Hygiene surprised the advertising industry by

appointing Roose and Partners to Kleenex toilet tissues and kitchen

towels’ pounds 6 million full-service account, after a closely-fought

pitch against Abbott Mead Vickers BBDO, among others.

Thomas Erikson, SCA’s marketing manager, is guarded when asked about the

brand’s plans (a radical overhaul is expected later this year) but

insists that Roose’s work was the best SCA had seen.

’The way it answered our brief confirmed that its strategy was the same

as ours. There was a chemistry between us,’ he says. ’The agency’s

experience in the marketplace was also a factor as, too, was the work it

has done on Bodyform (another SCA brand Roose has handled for ten


Swedish-born Erikson, who started work for the Swedish hygiene company,

Molnlycke, was was promoted within three years from product manager for

local brands to international product manager for consumer tissue.

Three years later, Erikson moved to Holland to take up the position of

product group manager for consumer brands. When, in 1996, Molnlycke

teamed up with another paper company, PWA, to form SCA Hygiene Paper,

Erikson was promoted to marketing manager for the new company.

SCA acquired Kleenex under a ten-year licence along with the Scotties

and Handy Andies brands, following Kimberly-Clark’s merger with Scott

Paper last year. So 38-year-old Erikson was relocated again - this time

to Dartford in the UK.

Since the announcement that Kleenex’s account was up for grabs, Erikson

confides he hasn’t had time for his usual twice-yearly ski trips.

Despite this deprivation, he’s looking forward to the next few months.

’We have a tremendous challenge in taking over such a well-known brand

as Kleenex. It’s a marketing manager’s dream.’

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