Coup for JWT
The shift of some $200 million in Kimberly-Clark business is a coup for JWT, whose New York and London offices will add responsibility for Kotex, Huggies diapers, Depends and Poise incontinence products to its existing accounts. JWT currently creates advertising for brands including Kleenex, Scott tissue, Cottonelle, Viva and Andrex, a European brand. Ogilvy, New York, was the agency on Huggies and various diaper brands including Pull-Ups, Goodnights and Little Swimmers, as well as the incontinence products. Ogilvy Chicago handled Kotex.
In the U.S. alone, media spending on the brands moving to JWT are $134 million, according to TNS Media Intelligence. Total billings on the businesses shifting in the U.S. and Europe are estimated at more than $200 million.
The scope of work includes traditional creative -- TV and print -- as well as multi-channel work, which may include digital and retail. Media responsibilities, now at WPP's MindShare, are unchanged.
A spokesman for Kimberly-Clark did not return calls at press time. No review was held. JWT did not return calls at press time. Ogilvy referred calls to the client.
Losing market share
Kimberly-Clark has lost some market share to rival Procter & Gamble Co. in the U.S. in recent years, both in the Huggies and Pull-Ups diaper brands and in feminine care, though shares in the diaper and training pants categories appear to have stabilized somewhat in the past 12 months.
Kotex in particular has been rapidly losing share to P&G's Always and Tampax. A restage of Kotex last year, with new floral packaging featuring splashes of red, failed to connect with consumers; Kotex's share fell 4.9 points to 19.7% in sanitary pads in the first quarter, according to Information Resources Inc. data from Deutsche Bank, the first time in decades the brand slipped below 20%. In tampons, the brand's share fell 1.9 points to 10.3%, according to IRI data. Kimberly-Clark's shares also declined in diapers, training pants and adult incontinence in the first quarter, but by less.
Huggies has been gaining share in the smaller infant toiletries and baby wipes categories, however, behind a variety of new products backed by Ogilvy work.
Following recent work from JWT on toilet paper, Kimberly-Clark has gained in market share. Toilet paper is the company's best-performing category outside toiletries and wipes in recent years, IRI data shows.
Matthew Creamer and Willow Duttge contributed to this report.