Kimberly-Clark retains Ketchum for Family Care

NEW YORK: Following a competitive pitch, Kimberly-Clark has retained incumbent Ketchum for its Family Care brands, which include Cottonelle and Kleenex tissues, Scott tissue and towels, and Viva paper towels.

NEW YORK: Following a competitive pitch, Kimberly-Clark has retained incumbent Ketchum for its Family Care brands, which include Cottonelle and Kleenex tissues, Scott tissue and towels, and Viva paper towels.

The Omnicom agency, which has handled the business since 2001, will support the category through brand marketing, marketing to women, sustainability communications, social media strategy, and integrated marketing management.

“We wanted to maximize the depth and breadth of our North American Family Care brands, so we undertook an RFP to maximize our scale and get a better return on our investment in PR,” said Joey Mooring, senior manager global marketing and brand communications at Kimberly-Clark.

He added that Ketchum had been a "good partner" and "really brought together some great ideas to help us take these brands to the next level as far as communications and media relations activities are concerned.”

In December, Kay Jackson, director of corporate communications at the company, told PRWeek Ketchum pitched against three other agencies.

At that time, PRWeek also learned the business was worth seven figures, but subsequent budget negotiations may have changed that figure.

Marina Maher Communications currently supports adult and feminine care brands Poise and Kotex, and Edelman handles PR for its Baby and Child Care portfolio. In August, Kimberly-Clark Health Care conducted a competitive review, selecting Schwartz Communications as its AOR. The account became part of Schwartz's medical device and diagnostics practice, managed out of the agency's Waltham, MA office.

Kimberly-Clark also recently named Ken Smalling VP of global communications. He most recently served as interim leader in this role, following the departure of Laura Moore, VP of global communications, in November.

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