Kimberly-Clark : advertising and marketing assignments

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Selected Kimberly-Clark advertising

Core brands Kleenex, Kotex, Huggies and Scott make Kimberly-Clark the world's leading maker of tissues and paper towels, and it ranks just behind Procter & Gamble as the US's # 2 household and personal care manufacturer, though it keeps a significantly lower profile than its rival. It was one of the first companies in the world to develop commercial toilet paper, was the inventor of disposable paper tissues and went on to become a pioneer in feminine hygiene with the introduction of Kotex sanitary napkins. The original business doubled in size in 1995 with its acquisition of long-time rival, the Scott Paper Company. Much of the current group's attention is focused on its battle with P&G in the diaper, bathroom tissue, paper towel and feminine protection markets. K-C can console itself with the knowledge that it still outranks its much larger rival in paper products, but its Huggies brand takes a distant second place in the global diaper market. Kimberly-Clark products are sold in more than 150 countries with manufacturing facilities in 42 countries. As a result it manages a large collection of regional brands including Andrex in the UK; Wondersoft in Australia; Scottex, Page, Hakle and others in Europe; Petalo, Suavel and Delsey and others across Latin America. Other US brands include Cottonelle bathroom tissue and Depend incontinence pads. The group also has a sizeable B2B division selling industrial and commercial disposable gloves, masks, wipes and washroom products. A medical products division was spun off in 2014 as Halyard Health. Group revenues for 2017 were $18.3bn, split more or less evenly between the US and international markets. Huggies alone contributes around a third of that sum. Tom Falk remains chairman but handed over the role of CEO at the end of 2018 to Michael Hsu, previously president & COO. See also:

Capsule checked 26th October 2018

Which agencies handle advertising for Kimberly-Clark? Find out more from Adbrands Account Assignments

Who are the competitors of Kimberly-Clark? Main competitors are Procter & Gamble in global personal care and US consumer tissue; Georgia-Pacific and Marcal in US tissue, Kruger Products in Canada, and Essity in international tissue and personal care. See Personal Care and Household Care Sector for other companies.

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Historical profile information for Kimberly-Clark


Adbrands Account Assignments track account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 25th Oct 2018: Thomas Falk, CEO of paper products giant Kimberly-Clark, will hand over that role at the end of this year to current company president & COO Michael Hsu. Falk will remain executive chairman.

Adbrands Weekly Update 24th May 2018: Kimberly-Clark promoted Giusy Buonfantino to the position of global chief marketing officer, reporting to president of global brands & innovation Tony Palmer. Buonfantino was previously president of North America baby & child care. She replaces Scott Usitalo, who remains with the company until his retirement in August to assist with the transition.

Adbrands Weekly Update 17th May 2018: Kimberly-Clark announced the sudden departure of North America president Larry Allgaier after just a year in his role "to pursue opportunities outside of the company". He was replaced by Kim Underhill, previously president of K-C Professional; she was in turn succeeded by Aaron Powell, who had headed the group's EMEA unit.

Adbrands Weekly Update 8th Mar 2018: Last week's management overhaul at J Walter Thompson may well have been inspired by advance knowledge of the news, announced a few days later, that major global client Kimberly-Clark is calling a review of its creative business. The account has been split between J Walter Thompson and Ogilvy. However, while Ogilvy is defending the account, JWT was reportedly eliminated from the pitch at an early stage. Media, held by Mindshare, is not up for review, but the pitch comes at a difficult time for WPP, just days after its worst set of financial results for several years.

Adbrands Weekly Update 20th Apr 2017: Kimberly-Clark raided Mars to fill the role of group president North America, vacant following Michael Hsu's promotion to global president & COO. The position will be taken by Larry Allgaier, former North America president for Mars Petcare. Before Mars, Allgaier headed the global OTC healthcare of Novartis, and spent 20 years at P&G.


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