Paper giant Kimberly Clark has completed its creative and media review, awarding portions of the business to Interpublic Group (IPG), Omnicom, Publicis Groupe and WPP.
The global review began in October last year with the aim of consolidating Kimberly-Clark’s agency roster as part of its “Powering Care” strategy, a $1.5 billion restructuring program.
The Texas-based manufacturer behind Huggies, Kotex, Kleenex, Depend and Cottonelle, however, ended up contracting the work to agencies from four different holding groups.
According to AdAgeOmnicom Media Group has won the bulk of Kimberly-Clark’s global media business, capturing every market except North America and South Korea. The U.S. media account, owned by Publicis, was not subject to review, but the holding company added Canadian media to its remit.
Meanwhile, IPG won creative duties for the company’s feminine and family care brands, and WPP won creative for all of its child care and adult care brands.
All major holding companies previously had Kimberly-Clark missions. WPP GroupM lost media account in 2023 as Publicis took over in the United States
Kimberly-Clark also works with many creative agencies outside of the major networks, including independents like Quality meats and Mischief, and it is unclear whether these relationships will continue. These agencies did not respond to ADWEEK’s request for comment in time for publication.
In May last year, Kimberly-Clark appointed a new director of growth, Patricia Corsisucceeding Alison Lewis, who is retiring. The brand also started internalize your ad-tech contracts.
Kimberly-Clark reported 2023 global advertising spending of approximately $1.1 billion, with just over half of global sales coming from the United States.
