Kimberly-Clark in global ad review

Kimberly-Clark is in the advanced stages of a global

Kimberly-Clark is in the advanced stages of a global

advertising review as it looks to pool its entire creative portfolio

into a single agency.

The personal hygiene products manufacturer, which spent pounds 27

million on advertising in the UK last year, has seen pitches from all

three of its roster networks - FCB, Ogilvy & Mather and J. Walter


The move could have very serious implications for FCB, which pulled off

a merger with Banks Hoggins O’Shea only last week and counts

Kimberly-Clark as one of its cornerstone clients. The advertiser spends

pounds 12.5 million a year through the agency, according to MMS.

FCB’s main brands in the UK are Kleenex facial tissues and Andrex toilet

tissue, while O&M handles Huggies and Kotex. JWT does not handle any of

the company’s brands in the UK.

The creative centralisation follows a pan-European media centralisation

which was completed earlier this year when MindShare, the media arm of

the WPP Group, beat Universal McCann, Initiative Media, Carat and CIA

Medianetwork to win the pounds 40 million account (Campaign, 30


A spokeswoman for Kimberly-Clark refused to confirm or deny that the

review is taking place, but a decision is expected before Christmas.

JWT lost its 40-year hold on the Andrex toilet tissue account two years

ago, when Kimberly-Clark handed the business to FCB without a pitch. FCB

has since created a TV campaign for the brand, using one of Britain’s

best-loved advertising icons, the golden labrador puppy, invented by


Harry Reid, the president of FCB International, declined to comment on

the review and referred all calls to Kimberly-Clark.

Kimberly-Clark merged with Scott Paper in 1996 and was forced to sell

the Kleenex toilet tissue brand because the European Commission objected

to its monopoly position. The company opted to keep the Andrex brand,

while Kleenex was sold to the Swedish paper conglomerate, SCA. It is

advertised in the UK by Roose & Partners.

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