The merger between the US owners of the Dixcel and Nouvelle tissue paper brands has sparked a 40m-plus marketing and advertising review across Europe.
The merger between the James River Corporation and the Fort Howard Corporation has created the world’s second largest tissue manufacturer after Kimberly-Clark. It will be called the Fort James Corporation, and have a worldwide turnover of $7bn (4.3bn).
In Europe, the merger brings together James River’s Jamont Dixcel brand, including Dixcel
Kittensoft, and Fort Howard’s recycled toilet paper brand, Nouvelle, handled by subsidiary company Fort Sterling.
Jamont’s 40m European advertising account is handled by Bates Dorland and Nouvelle’s agency in the UK is HHCL & Partners.
The UK operation will be headed by managing director Raymond Dinkin, but a decision on who will head the marketing operation still has to be taken.
The UK head of marketing for Jamont, John Costigan, says: “We have to decide whether we want two agencies or one, or even another one. Every element will be looked at.”
He says the two companies will remain separate until the end of the year.