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|
Kimberly-Clark ContactsContacts (5/12)
|Kate G.||Vice President & Managing Director - UK&I||Kent|
Sample of Associated Brands
|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|
|Andrex Toilet Tissue||*******|
|****** ****** ******||********* **||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|
Who is the Vice President & Managing Director - UK&I of Kimberly-Clark?
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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.
Company: Kimberly-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
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.
1 Tower View Kings Hill West Malling, Kent ME19 4HA England, 01732 594 000
Mr Scott Usitalo (Stateside)
Ms Agnes Adusz
EMEA Marketing Lead Hands&Face
Ms Kate Goodman
Vice President & Managing Director - UK & Ireland
Mr Andy Pawson
Vice President, Global Marketing & Sales