K-C Stays With O&M

After a lengthy review, Kimberly-Clark’s global feminine hygiene business will stay with Ogilvy & Mather Worldwide, but it will receive a slight change of venue.
O&M bested BBDO, New York, for the $30 million account, which includes the company’s Kotex and New Freedom brands. It had been handled by O&M’s New York and Chicago offices, respectively. Last November, however, the Kotex brand was moved to the Chicago office, which spearheaded the agency’s defense of the business.
Now, advertising for both brands in North America and Mexico will be handled out of Chicago. O&M’s London office will be responsible for the European portion of the account.
Marlena Peleo-Lazar, deputy executive creative director for O&M Chicago, said the agency will develop relaunch campaigns for the brands. She expected the first new work to appear by the end of the year.
The review, which lasted nearly nine months, saw both agencies present creative and strategic ideas for three different regions: Mexico, North America and Europe, according to sources.
Peleo-Lazar said O&M’s experience with women’s marketing was a key to the win. The agency represents Helene Curtis hair-care products and does female-targeted marketing for Sears, Roebuck & Co.
O&M’s Chicago office also handles Dallas-based Kimberly-Clark’s Viva Paper Towels and Cottonelle Bathroom Tissue. The New York office handles the company’s Huggies, Pull-Ups and Baby Wipes brands. Kimberly-Clark’s other roster agencies include Foote, Cone Belding, Chicago; Campbell Mithun Esty, Minneapolis; and J. Walter Thompson, New York.
Kimberly-Clark spent only $52,000 on advertising for its Kotex brand last year, down from $17 million in 1996, according to Competitive Media Reporting. The last significant spending for New Freedom was $3 million in 1995.