KC hands Ayling 29m centralised media work

Kimberly-Clark has awarded its roster agency John Ayling & Associates its 29m centralised media business in the UK.

A review of the pan-European media business, worth 45m, was initiated in May (MW May 10) after KC launched a 5.7bn takeover of Scott Paper in December last year.

Universal McCann, Optimedia, the Network, J Walter Thompson and John Ayling & Associates pitched for the KC media planning and buying accounts in the UK and across Europe.

John Ayling & Associates, the UK incumbent on KC, has won the entire UK account, picking up the additional 14m Scott Paper business, which includes Andrex toilet tissue and Libresse Libra towels.

The Network, which handled the KC brief in France, Holland and to a lesser degree in Germany, has retained the French business, which includes the additional Scott Paper brands in France.

Universal Media, Dutch sister agency to Universal McCann, has been awarded the Netherlands’ account. Universal previously had the entire European Scott Paper business.

Gesellschaft Fur Media-Optimierung (GFMO) has been given the business for Germany. This was previously handled by Optimedia More Media, a sister agency to Optimedia in the UK, and partly by The Network.

A decision was made earlier this month to centralise KC’s creative account into Foote Cone & Belding (MW October 4).

KC is keeping its marketing force behind the Andrex puppy, the image created by J Walter Thompson, though the agency was dropped in a creative review this month.