KC creates Euro role in run-up to media review

Kimberly-Clark is creating the new post of European media director as it prepares for a full-scale review of its European media buying.

The sanpro-to-toilet tissue company confirms it is at the screening stage for the post, which would carry responsibility for media buying for all brands across all European markets.

A spokeswoman says: “The new post is required because KC has aggressive growth plans over the coming years, which will involve greater investment in media and will require greater management attention.”

Last month it emerged that KC was reviewing its media planning and buying, worth 23m in the UK (Register-MEAL) and handled by John Ayling & Associates.

The move comes just over a year after the last major review of the company’s media business, following KC’s merger with Scott Paper.

At that stage, The Network was awarded the French account. Universal McCann took the business in the Netherlands and German agency GFMO won the account in Germany.

KC’s European businesses account for nearly $3bn (1.88bn) of its $31.1bn (19.4bn) global sales. The company, which celebrates its 125th anniversary this year, manufactures global brands, such as Huggies and Kotex, and European brands including Andrex and Camelia.

Following the merger with Scott, KC was required to offload the Kleenex brand on toilet tissue and kitchen towels by European competition authorities, but can still use the Kleenex name on facial tissues.

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