Kimberly-Clark has appointed Publicis to lead its U.S. media planning and buying account after a formal review. GroupM’s Mindshare had previously handled the account.
Publicis has created a dedicated unit, K-C One, that the company says will be powered by data marketing firm Epsilon, media agency Spark Foundry and ecommerce specialist Profitero. The win expands an existing relationship between K-C and Epsilon, which have worked together for the last five years.
Projected U.S. media expenditure for K-C this year is nearly $340 million, with a little more than $200 million earmarked for digital, according to agency research firm COMvergence.
“The shifts in the media landscape and consumer behavior created an opportunity to re-assess our integrated media ecosystem and the requirements needed to accelerate media’s contribution to business growth,” stated Luke Kigel, Kimberly-Clark North American Vice President of Marketing Capabilities. “We are excited to bring K-C One on board as they will be a key enabler to improving the performance of our marketing investment.”
The personal care giants markets an array of paper-based and other products. Brands inlcude Scott, Viva, Cottonelle and numerous others.