Media Relations: Kimberly-Clark brings in Republic to raise profile

Consumer goods giant Kimberly-Clark (K-C) is to more actively promote its corporate brand in the wake of rival Procter & Gamble's £30bn takeover of Gillette.

K-C has hired Republic PR as its first retained agency to handle proactive corporate press office duties in the UK as it looks to build its reputation among retailers, investors and the general business community.

Brands such as Kleenex, Huggies, Andrex, Scottex, Pull-Ups, Kotex and Poise enjoy a high level of recognition, but K-C Europe corporate comms manager Camilla Wrey said products 'should not operate in isolation'.

Brands that are seen as part of a strong group enjoy a better position to negotiate in respect of issues such as in-store prominence, she argued.

'We need to help people understand the strength and breadth of the Kimberly-Clark name, which is not as well known as its brands,' said Wrey.

She said Republic, which handles consumer PR for Andrex, will be charged with promoting stories that demonstrate the company's ability to identify consumer needs, act as a responsible employer and good corporate citizen and lead the market in innovations such as supply-chain tracking.

Republic will also target corporate press to reach the business and investment communities and improve comms with European-based investors.

The appointment comes in an environment of consolidation among major FMCG companies.

Although 1.3 billion people use its products, K-C - which also competes with Johnson & Johnson - is about one quarter of the size of the enlarged Procter & Gamble.

Luther Pendragon continues to be retained for crisis communications.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.