After a review, Huggies is giving its business to Ogilvy & Mather. There is no word on who else pitched to the Kimberly-Clark owned baby and childcare brand as part of the review. We’ve been told Organic was the incumbent.
In a post on Ogilvy’s website, Huggies global digital director Jeff Jarrett said of the agency change, “We understand the importance of using digital channels and mobile platforms to connect with today’s moms. Ogilvy delivered an innovative approach that demonstrated unique insights into the digital behavior of moms that we believe will significantly increase our opportunity to engage moms across digital channels.”
The digital assignment will go to Ogilvy’s New York and Chicago-based offices. We’re looking forward to seeing what innovative online diaper marketing looks like. You can check out what Huggies’ current website looks like here.
Update: As a tipster notes below, to clarify the whole Huggies incumbent thing, it was actually Wunderman. Organic actually WON the Huggies Pull Ups and the GoodNights business as part of that same review. Organic is also the digital agency of record for Kimberly-Clark’s U by Kotex brand.