Naked Communications has been appointed to handle the pan-European communications strategy for Kimberly-Clark brands Kleenex, Andrex and Huggies.
The agency will join the roster alongside existing agencies, JWT and MindShare, and was appointed without a pitch.
Naked’s US office has been working on a number of Kimberly-Clark brands since the end of last year. Hedy Lukas, the company’s US vice president of integrated marketing, said at the time that it expected to increase its activity around consumer promotions.
The UK office has started working on campaigns that will break next year.
Kimberly-Clark has traditionally been a big TV advertiser. The appointment of Naked to its agency roster suggests it is moving its marketing communications towards a more integrated approach.
Tony Palmer, Kimberly-Clark’s global chief marketing officer, has said in the past that campaigns built around 30-second TV ads are no longer relevant in the current environment.
The win for Naked closely follows its recent appointment to handle the communications strategy for Dennis Publishing’s The Week magazine. It has been charged with developing a new global brand positioning and communications strategy for the title, which is currently eyeing opportunities for expansion into overseas markets. The agency’s London and New York offices are working together on the account (MW April 24).