Kimberly-Clark is poised to review its European media arrangements
just a year after a full-scale overhaul of its dollars 60 million
The sanpro-to-toilet tissue manufacturer has held tentative talks with a
number of media buying agencies as it prepares to look at its media
business in the new year.
A full review of the media planning and buying business for
Kimberly-Clark took place just over a year ago, when the company was
considering a pan-European media centralisation following its
acquisition of Scott Paper.
At the time, Kimberly-Clark rejected the idea of a centralisation into a
single European media network and decided instead to centralise the
media business on a country-by-country basis.
Now it is considering a more streamlined solution and has approached a
handful of media networks about a centralised strategy for Europe.
The rethink comes in the wake of the appointment of Simon Turner as
Kimberly-Clark’s vice-president of corporate development earlier this
Turner joined from Unilever where he was marketing director of Van den
Bergh Foods. He is responsible for developing strategic marketing across
Kimberly-Clark’s three product sectors: household products (Andrex),
feminine care (Kotex) and infant care (Huggies).
In 1996, John Ayling & Associates won the pounds 22 million UK account
while Universal McCann took the business in the Netherlands; the Network
was handed the French account and the German agency, GMFO, won the
business there. Initiative Media has subsequently picked up the account
A spokeswoman for Kimberly-Clark said the company had a policy of not
commenting on future business developments.