The agencies awarded the business are Gesellschaft Fur Media-Optimierung (GFMO) in Germany, John Ayling and Associates in the U.K., The Network (Ogilvy & Mather) in France and Universal Media in the Netherlands.
Previously, The Network and Optimedia's More Media split the business in Germany, while in the U.K. John Ayling and Associates split the account with Universal Media. In France, The Network held the account, while in the Netherlands The Media Partnership and Universal Media split the account.
K-C considered, but later rejected the idea of centralizing media buying and planning across the four markets.
The announcement follows a comprehensive review of existing arrangements in these markets following the merger of Kimberly-Clark and Scott Paper earlier this year.
This decision has no impact on Kimberly-Clark's creative accounts which will continue to be managed on a worldwide bases by Foote Cone & Belding, J. Walter Thompson and Ogilvy and Mather as primary global advertising agencies.
K-C recently moved its $15m pan-European Andrex and Scottex toilet tissues accounts from JWT to FCB.
Copyright October 1996, Crain Communications Inc.