Kao USA Launches Creative Review

Splits with Kirshenbaum Bond Senecal

Kao USA has launched a review of creative responsibilities for global brands John Frieda, Jergens, Biore and Curel.

Last year, U.S. spending on those brands exceeded $38 million, according to Nielsen. That figure, however, does not include online expenditures.

In a terse statement, the company said it and incumbent Kirshenbaum Bond Senecal + Partners have “mutually agreed to separate.”

“We are deeply grateful to KBS+P and their partnership for the past 10 years,” said Dave Muenz, regional executive officer for Kao’s mass business. “We had a good run and look forward to selecting a new agency partner.”

When Kirshenbaum Bond won the account in 2003, annual media spending approached $100 million.

The review does not affect other Kao USA agencies, such as those that buy media or create digital ads in key markets.

Kao has retained Joanne Davis Consulting/SCAN International to manage the search, which is expected to conclude by May.

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