• by April 14, 2011

A year after taking over the brand's creative duties in North America from sister agency JWT, WPP's Ogilvy & Mather has been named digital agency of record for Kimberly-Clark's Huggies following a review. WPP's Mindshare is Huggies' media agency.

Ogilvy's Chicago and New York offices will handle the new digital assignment under Brandon Berger, who joined the agency from MDC Partners as its first global chief digital officer.

"Ogilvy delivered an innovative approach that demonstrated unique insights into the digital behavior of moms that we believe will significantly increase our opportunity to engage moms across digital channels," said Jeff Jarrett, the brand's global digital director.

Organic was reportedly Huggies' previous digital agency.

Separately, Ogilvy's OgilvyOne unit provided details of its work on the "Miles Millionaire Contest," the first U.S. joint promotion by American Airlines and OgilvyOne client British Airways. The contest will award four frequent flier members with 1 million miles apiece based on their answers to the question: "If you were cured of the Wanderlust with 1 Million Miles, where would you go and what would you do there?"

The three-month campaign includes two emails -- one soliciting frequent flier members of both airlines to register for the contest, and the second asking them to send in contest entries once they have completed taking a required round-trip flight on either airlines. OgilvyOne is promoting the contest on both airlines' sites, Facebook and Twitter pages and YouTube channels, with winners to be determined through online voting.

While the contest launched April 6, OgilvyOne did not reveal its work until Thursday. Two days earlier, OgilvyOne London announced that British Airways, following an internal review, would continue using the agency for its digital and direct advertising. OgilvyOne has held the account for three years.