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Kimberly-Clark | Company Profile, Marketing Contacts, Media Spend, Brands




Kimberly-Clark is a personal care corporation that produces toilet paper, diapers, feminine hygiene products, tissue, and medical gloves and gowns. The company operates through four business segments: Consumer Tissue, Healthcare, K-C Professional & Other, and Personal Care.

Main Telephone 01732 594 000
Main Fax 01732 594 001
Primary Address
One Tower View
Kings Hill
West Malling, Kent ME19 4HA
England

Kimberly-Clark Contacts

Contacts (5/14)
Name Title City
Kate G. Vice President & Managing Director - UK&I Kent
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 01732 594 000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Tower View
Kings Hill
West Malling, Kent
ME19 4HA
England

Sophie W. Global Director of Brands and Commercial Planning Kent
Helen F. Marketing Director, Hands & Face - EMEA Kent
Camilla D. European Category Marketing Director - Baby & Child Care Kent
Noam B. Marketing Director - EMEA Kent

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Kimberly Clark ******
Andrex Toilet Tissue *******
Kleenex ******
Huggies ******

Agency Relationships


Brand Agency Service From To
****** ****** ****** ********* ** media buying & planning unknown present
******* ********* ** Media Buying, Media Planning 2015 present
******** ***** ********* ** Media Buying, Media Planning unknown present
******** ***** *** ****** creative unknown present
******* *** ************** public relations & social 2016 present

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WinmoEdge

Score 71 - Account in Jeopardy: Kimberly-Clark names new CMO, Kleenex expands PR agency remit for digital and social


Subject: TV, Digital, Radio, Press, FMCG, Social Media. 

CompanyKimberly-Clark (K-C) is a personal care corporation that produces toilet paper, diapers, feminine hygiene products, tissue, and medical gloves and gowns.

Opportunity: So far this year, K-C has been busy growing its marketing functions with two huge shifts this month alone. On a brand level,  left for De'Longhi this year. 

Earlier this month, an internal promotion saw Scott Usitalo become CMO, reporting to President of Global Brands and Innovation Tony Palmer to "challenge" its marketing function globally.

The new marketer succeeds Clive Sirkin (left for Kellogg's last year) and joins following several local shifts that have taken place this year including Agnes Adusz becoming EMEA marketing lead for Kleenex Hands & Face. In January, Kate Goodman became VP and MD of UK and Ireland, previously GM of K-C South Africa. 

While promotions do not generally trigger sweeping marketing changes, note that KC has increased TV, digital, mobile and programmatic buys over the last year. Also, KC’s  WPP agency roster is well over average agency tenure (2.5-3 years). MindShare UK handles media planning and buying. 

Agencies- While K-C might not need to build brand awareness, the CPG company has the opportunity to expand current offerings to a broader audience. For example, the adult diaper industry will be booming over the next decade due to the rising ageing population. Furthermore, Kleenex has recently position itself as a brand that represents love and appreciation with the "Your Kleenex Kiss" campaign and Ms Adusz is charged with leading long term brand plans

Additional Information

Media Spend: Spent £9m last year, down from £13.4m in 2014. Top spending categories are TV, press and digital. Already this year, the company has significantly increased digital and radio spend.  K-C reported $710 million in global advertising spending last year, down 7% from the prior year amid pressure from a stronger dollar on sales and earnings.

Experience: Usitalo joined K-C from P&G where held a number of product supply, brand management and global marketing roles for 24 years.  Adusz was previously at Brandwitch as marketing director and worked with Reckitt Benckiser in various global marketing roles for several years prior. 

Target Audience: Mums, females. 

Competitors: Unilever, P&G and Johnson & Johnson. 

Digital Breakdown: Moat reports that Kimberly-Clark has run 220 standard display ads with 591 publishers (4% mobile) in the last 12 months. Of those, 7% were published site-direct. The company also ran one high impact and 31 video ads. Top destinations were cafemom.com, mumsnet.com and babycentre.co.uk. Huggies and Kleenex brands were the most advertised. 

The year prior saw 100 standard ads run on 948 publishers (9% mobile), 24% of which published site-direct. 

Kimberly-Clark
1 Tower View Kings Hill West Malling, Kent ME19 4HA England, 01732 594 000

Mr Scott Usitalo (Stateside)
CMO
scott.usitalo@kcc.com

Ms Agnes Adusz
EMEA Marketing Lead Hands&Face
agnes.adusz@kcc.com

Ms Kate Goodman
Vice President & Managing Director - UK & Ireland
kate.goodman@kcc.com

Mr Andy Pawson
Vice President, Global Marketing & Sales
andy.pawson@kcc.com