A recent campaign for Kimberly-Clark’s Cottonelle brand stars actor and comedian Ken Jeong. Dive Brief: Kimberly-Clark is handing U.S. media-planning and -buying duties to Publicis Groupe, which is setting up a dedicated unit for the consumer packaged goods firm, according to details shared with Marketing Dive. Ad Age previously reported on the news. The ad-holding group’s solution is named K-C One and draws on resources from the Epsilon, Spark Foundry and Profitero agencies within the network. Kimberly-Clark has an existing relationship with Epsilon, a data-marketing shop, dating back several years. The account switch marks a loss for Mindshare, a division of WPP’s GroupM. Publicis in recent years has focused on building bespoke agencies for clients as part of its larger Power of One strategy. Access now➔ Flickr; Robert S. Donovan Dive Insight: Publicis notches a major media account win with Kimberly-Clark. The CPG marketer owns a number of household brands, including Cottonelle, Kleenex, Huggies and Scott, and commands hundreds of millions in annual spending power. Kimberly-Clark first put the U.S. business up for review in March, while the account changeover will take place starting in 2024 to support the company’s digital transformation journey, a spokesperson said. Building a bespoke […]
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