K-C Selects Cultura Group for Hispanic

NEW YORK The Cultura Group has been chosen the Hispanic marketing agency for Kimberly-Clark, the client confirmed.

A representative at K-C said Dallas-based Cultura would help drive growth for some of its top brands, namely Huggies, Pull-Ups, and Kleenex and Scott paper products.

The agency review involved several shops specializing in Hispanic marketing, though the representative declined to cite which ones.

K-C has spent $7.2 million on Hispanic media since July, an increase of 17 percent compared to January-July 2006, according to Nielsen Monitor-Plus.

In-store and online initiatives broke in August, called Comparte tu Dicho, an ongoing marketing campaign that required customer participation and is spearheaded by Miami-based MASS Hispanic Marketing. The efforts were part of the six-year-old “Madre y Mujer” initiative, which targets Hispanic women in home and at the retail level.

Cultura is expected to build on the various brand initiatives already in place as it further enhances the company’s reach in the Latino market.

“Since the inception of Cultura, our focus on driving results for our clients by developing marketing programs grounded in a solid strategic foundation and effectively collaborating with our clients’ agency partners has served us well,” said Greg Knipp, president and CEO of the minority-owned Cultura, in a statement. (The agency is an independent affiliate of Omnicom.) “We look forward to working with K-C and each of their agency partners.”

Cultura’s clients include Lowe’s Home Improvement, Mars Foods, Shell Oil and Johnson & Johnson.

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