Kimberly-Clark has ended the global creative and media review it began in October last year. The company’s estimated global media spend in 2024 was US$511 million (source: COMvergence). The parent to Huggies, Kotex, Kleenex, Depend, and Cottonelle has split its account across IPG, Omnicom, Publicis Groupe, and WPP.

The account divisions are:

Global creative duties: Feminine care and family care brands – IPG. Baby and child care and adult care brands – WPP.

For media duties: Publicis continues as the partner for US media and adds Canada to provide holistic work for North America media. Omnicom Group (OMG) consolidates media responsibilities for all markets outside of North America (excluding South Korea).

All four major holding companies previously had assignments from Kimberly-Clark. The company has also been working with a number of creative agencies outside the major networks, including Quality Meats and Mischief. Their future with the company has not been made public.

The review followed the arrival of new chief growth officer, Patricia Corsi, in May last year, when Alison Lewis retired, and the launch of Kimberly-Clark’s Powering Care strategy, a $US1.5 billion restructuring program to cut CapEx spending, boost productivity and simplify its operations.