K-C previously had hundreds of agency partners globally, according to sources. For example, Quality Meats and Droga5 had recently worked on the Huggies account, VaynerMedia has managed some recent projects for Scott and Mischief @ No Fixed Address recently launched a campaign for Kotex.
It was not immediately clear whether K-C would continue to work with any previous agency partners. Mischief deferred calls for comment to K-C. Droga5, Accenture, VaynerMedia and Quality Meats could not be immediately reached for comment.
In December, Publicis’ Leo Burnett rolled out a rebranding campaign for Pull-Ups training pants brand centered around poop and pee emoji. At that time, a K-C spokesperson told Ad Age that the project didn’t indicate a permanent assignment.
Read more: Behind the Pull-Ups rebrand from Leo Burnett
K-C previously reported 2023 global advertising spending of about $1.1 billion, with 50.7% of its worldwide sales coming from the U.S. The company had estimated 2023 U.S. ad spending of $545 million, per Ad Age Datacenter, with $215 million in U.S. measured media spending in the first three quarters of 2024 and $285 million in measured spending in full-year 2023, according to MediaRadar.
In May, K-C named former Bayer Consumer Health executive Patricia Corsi as its chief growth officer, replacing Alison Lewis, who retired from the company.