K-C set to review global agency mix

Huggies%20nappiesKimberly-Clark is to review its global agency arrangements, following a review of its marketing structure.

The move comes as the packaged goods giant shifts away from traditional advertising spend into digital media and in-store media. It currently spends £20m on advertising in the UK.

The new global marketing structure includes three newly-created key appointments overseeing integrated marketing communications, brand development and market research. The new chiefs will report to chief marketing officer Tony Palmer.

A European spokeswoman says: "As part of the new global structure, the company will review its agency portfolio strategy, in terms of selection and relationship management and maximising value from our agency partnerships. We have a significant spend on advertising agencies and we want to make sure that money is being spent effectively. However, no pitch has been announced at this stage." K-C uses WPP-owned shops JWT and Ogilvy Advertising to handle its creative business and MindShare for its media planning and buying.

Former group managing director of Leo Burnett Worldwide, Clive Sirkin, has been appointed as president, global integrated marketing communications.

In his new role Sirkin will be responsible for developing plans to integrate and manage marketing communications worldwide, including agency selection and relationship management and the provision of metrics and measurement.

Andrew Bienkowski, former chief marketing officer for Coke, Fanta and Sprite at The Coca-Cola Company, becomes vice-president, global brands; and Roger Chacko, formerly of Mars, will join as vice-president global marketing knowledge and intelligence.

K-C brands include Huggies, Kleenex, Kotex, Scott and Pull-Ups.

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