The assignment, which will cut six incumbent media agencies, follows the appointment in February of Oliver Cleaver, former general manager of CIA/Mediahaus Germany, as K-C Europe's media director.
The two changes are expected to "result in a significant improvement to the media management process and media effectiveness," according to the company.
MindShare's win comes after a four month strategic analysis of the company's existing media planning and buying arrangements in which the incumbents, plus undisclosed others, competed in the pitch. The incumbents were: John Ayling & Associates for the U.K.; GFMO for Germany; Ogilvy & Mather's the Network for France, Belgium and Switzerland; Universal Media for Italy, Spain, Holland and Portugal; Initiative Media for Denmark and the Media Bureau for Eire.
Asked if MindShare's appointment is the first step toward a global media alignment, Sarah Portway, director of corporate communications said: "The decision was made for today's European media environment. However, the global capability of MindShare is welcome since if, in the future, Kimberly-Clark Worldwide seeks global media consolidation, then MindShare could be considered as a candidate."
K-C's European creative business is held by Ogilvy & Mather, which handles personal care (Kotex, Depend, Huggies and Pull-Ups brands), and Foote Cone & Belding, which handles household products (Kleenex, Andrex and Scottex brands).
Copyright April 1998, Crain Communications Inc.