K-C increases ad budget as digital funding doubles

Kimberly-Clark is to increase its advertising spend by 20% this year and double its digital investment.

In an exclusive interview with Marketing Week, K-C general manager Troy Warfield has revealed the company’s TV spend in the US had fallen from 60% to 40% of the advertising budget and that Europe will follow suit.

K-C has embarked on a programme of new product development and launches in the UK and Ireland since Warfield joined from Unilever in September last year. Most recently a £2.5m integrated campaign launched the Andrex Longer Lasting bathroom tissue and August sees a £2m push behind Huggies DryNites Sleep Shorts.

Pointing to the Huggies brand, Warfield says: “Last year 5% of our advertising spend was digital and online, this year it’s 15% and next year it’s set to be 25%. We need to reach our consumers with a relevant presence.”

Warfield has made it his mission to inject enthusiasm into his 30-strong marketing team and “liberate” their full potential. He is encouraging his team and the agencies they work with, principally JWT and MindShare, to be bolder in their thinking.


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