Brazilian creative, Luiz Sanches, is leaving BBDO after thirty years to join Kimberly-Clark in a new creative role, officially titled global chief creative and design officer. Sanches will oversee creative output and quality across all the company’s brands in 175 markets, with emotional resonance at the fore. Kimberley-Clark’s major global brands are Huggies, Kleenex, and Cottonelle.
Until last year, Sanches was AlmapBBDO partner, chairman & CCO (until December 2024), chief creative officer for BBDO North America (from 2022) chief global creative lead BBDO (from 2024), and a board member of BBDO Worldwide.
Sanches will work directly with Patricia Corsi, Kimberly-Clark’s global chief growth officer. The two have previously worked together in an agency-client relationship.
In a statement, Corsi commented, “Luiz brings a unique vision that combines creativity, strategy and innovation. Together, we are shaping a pioneering model at Kimberly-Clark, where creativity is at the core of everything we do, from strategic decisions to connections with consumers. This approach seeks cultural and emotional impact, and is grounded in a healthy and efficient business model, ensuring that our brands continue to grow with relevance and responsibility.”
Sanches added, “Our industry is undergoing a profound transformation. There is no better time or opportunity to bring creativity inside the client, fostering genuine change from the inside out through an innovative approach. Creativity will be at the heart of all decisions and narratives, driving efficiency, not the other way around.
“As an agency, we often don’t have the visibility or access needed to address the real challenges our clients face. Many changes are aligned with the agency’s business goals, but they aren’t always the best solution for the client. I now have a unique opportunity to leverage creativity to address these challenges head-on. I am excited. After building creative success for an agency for numerous brands, my next challenge will be to lead the creative success of a major global brand in collaboration with various agencies. For the first time, agency CCOs will have a client-side global CCO as a partner to co-create ideas that resonate with people and become part of the culture.”
To support Sanches, Kimberly-Clark is building a strategic hub of specialists to lead and curate creative ideas in partnership with the company’s agencies.
