Kimberly-Clark taps IPG, Omnicom, Publicis, WPP for marketing efforts

Paper products giant Kimberly-Clark has concluded its global agency review, selecting Interpublic Group (IPG), Omnicom, Publicis Groupe, and WPP to handle various aspects of its marketing efforts. This decision follows Kimberly-Clark's "Powering Care" initiative, a $1.5 billion restructuring program aimed at enhancing efficiency and effectiveness.

• Creative Assignments:
o IPG will handle creative duties for feminine care and family care brands.
o WPP will assume creative responsibility for baby and child care, and adult care brands.

• Media Assignments:
o Publicis will continue as the media partner in the U.S. and expand its role to oversee media in Canada.
o Omnicom Group (OMG) has been awarded media responsibilities for all Kimberly-Clark markets outside of North America (excluding South Korea).

This consolidation follows a period where all major holding companies held Kimberly-Clark assignments. Notably, WPP's GroupM lost the U.S. media account to Publicis in 2023.

Kimberly-Clark's estimated global media spend in 2024 was $511 million, with the company reporting global advertising spending of approximately $1.1 billion in 2023.

Key Takeaways:
• Kimberly-Clark is streamlining its agency network by selecting four major holding companies for its global marketing needs.
• The company is prioritizing efficiency and effectiveness through this restructuring.
• This decision follows the appointment of Patricia Corsi as chief growth officer and the in-housing of ad-tech contracts.