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.’