NEW YORK WPP Group today named Carl Hartman, director of integration at Mediaedge:cia, to oversee management of key global client Kimberly-Clark.
At least four WPP shops — JWT, Ogilvy & Mather, MindShare and Kantar Media Research — work for the client in various capacities worldwide, and WPP said that its agencies handle brands representing 80 percent of the client’s total global marketing spend.
“This role will help us to best leverage our partnership with WPP agencies and get the most from our strong relationships with all the operating company we work with,” said Tony Palmer, chief marketing officer at Kimberly-Clark, whose core brands include Scott, Kleenex, Huggies and Kotex.
The Irving, Texas-based company’s “advertising spending” totaled $470 million last year, according to its annual report. In the U.S. alone, major measured media spending approached $220 million in the same period, according to Nielsen Monitor-Plus. Through the first half of 2008, U.S. major media spending exceeded $110 million, per Nielsen. A comparable global figure was not immediately available.
In addition to overseeing multi-disciplinary efforts across all geographies, Hartman, 45, will serve on Kimberly-Clark’s executive marketing committee. He becomes WPP’s seventh global client leader. The others lead management of global clients Ford, Unilever, Vodafone, Allianz, HSBC and Procter & Gamble.
Hartman’s client experience at MEC ranged from Cadbury Schweppes and Energizer to Playtex and Schick. Before MEC, he held senior account management roles at WPP’s Young & Rubicam, where he worked on clients such as Burger King, Colgate and the Star Alliance network of companies.