• by Steve McClellan  @mp_mcclellan, April 30, 2014

Kao USA has appointed Arnold Worldwide, the Havas agency, as its global creative agency of record for the John Frieda and Jergens brands after a formal review.

The incumbent was Kirshenbaum Bond Senecal + Partners. KBS+P and Kao parted ways earlier this year.

Kao spent $43 million on John Frieda advertising in 2013, down from $48 million in 2012, according to Kantar. The company spent $50 million last year on Jergens, up from $38 million in 2012, per Kantar.

Arnold Worldwide will be the lead agency responsible for strategy and creative, pending the signed contract. Arnold will officially begin work effective May 1 2014. 

Dave Muenz, Kao’s vice president and regional executive officer, mass business sector, said, "All finalist agency teams did an outstanding job during the process. We would have been delighted to work with all of them. Our decision came down to our confidence in the quality of the team, insights on brands and ideas to build our business. We also felt a strong sense of connection” with the Arnold team.  

Pam Hamlin, Global President, Arnold Worldwide, said: " This creative partnership will allow us to leverage technology to build stronger relationships with beauty conscious consumers."

Kao placed its global creative account in review in February. A decision regarding who will service the Biore and Curel brands will be made at a later date. The review does not affect other KAO USA agencies for media and digital in Kao's key markets.

Kao retained Joanne Davis Consulting to assist in the agency review process.