Kimberly-Clark, the paper goods giant, is reviewing all pan-European
advertising arrangements across its tissues division in the wake of its
recent dollars 9.5 billion merger with Scott Paper.
The two companies first announced a merger last July, but the move was
only cleared by the European Commission in January on the condition that
it did not involve combining Kimberly-Clark’s Kle-enex and Scott’s
Andrex tissue brands.
The client is now visiting all of its roster creative agencies and
examining current relationships with a view to future rationalisation.
Richard Huckerby, Kimberly-Clark’s European marketing director, said:
‘Amalgamating advertising is not the first thing one does following a
merger - it’s only now that we’re getting down to those tasks.’
Kimberly-Clark currently works with three international networks - J.
Walter Thompson, Foote Cone Belding and McCann-Erickson. Huckerby said
it was ‘unlikely’ that it would be approaching other networks at this
In the UK, advertising for the tissues division is split between JWT,
which handles the Andrex brand, and FCB, which looks after the Kleenex
account. Media is with Universal McCann and John Ayling and Associates.
Universal McCann also handles media planning and buying across Europe.
In 1994, Scott spent pounds 11.5 million advertising its brands in the
UK, mostly through JWT, compared with pounds 14.6 million by Kimberly-
Clark, largely through FCB.
Huckerby said: ‘We’ll be looking at how we handle media. There are lots
of ways to cut the cake.’
Under the European Commission ruling, Kimberly-Clark must now dispose of
its Kleenex bathroom tissue and kitchen towel businesses in the UK. The
Scott Handy Andies brand is also up for sale, and Andrex facial tissues
must be withdrawn completely. The ruling must take effect by the end of
The Andrex brand name now appears to be safe in the UK, at least in the