2. The growing importance of shopper marketing
• Kimberly-Clark brands are an indispensible
part of people’s lives — and corporately
they recognized the growing importance of
Shopper Marketing to help them stay there
– Improvement in private label product
offerings
– Sales pressure caused by the proliferation
of brands
– Retailers desire for brands to deliver unique
offerings and programming that helped them
stand apart from other outlets
• The ability for Kimberly-Clark to begin to
deliver breakthrough brand ideas that
changed shopper behavior and created
profitable marketing partnerships between
its brands and retailers was critical
2
3. Change comes from the top
• The changing in-store dynamics
required a change from Kimberly-Clark
as well, a dedication to incorporate
shopper insights throughout every
aspect of planning
• The North American heads of Marketing
and Sales created a partnership to
enter unchartered waters in order to Marketing Sales
keep Kimberly-Clark on top —
Marketing and Sales would work
together towards a common goal of
building brands AND driving retail
Build brands and
drive retail
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4. Reevaluation of agency engagement
• A key piece of the puzzle in bringing their vision to
life was having the right Shopper Marketing agency
• They needed an agency with the capability to
develop and execute big strategic creative ideas
grounded in shopper and retailer insights — ideas
that would drive both Marketing and Sales goals,
and executions that would excite not only the
brand, but its consumers, shoppers AND retailers
• After evaluating their current agency engagements
both on the Marketing and Sales side, they
realized that the industry standard of having brand
marketing and customer marketing agencies was
only perpetuating the issue of having insights
disconnected from activation and brand activation
not in line with retailer activation
• They needed to find an agency partner that could
do it all
4
5. WPP as a partner for change
• As a long standing partner of
Kimberly-Clark, WPP began looking at
its agencies for possible solutions
• WPP knew no single agency could do
it all — and while they while it had all
of the assets among its agencies, they Agency Agency
weren’t connected, coordinated or
integrated
• The same way Kimberly-Clark formed Agency
a non-traditional partnership between
Marketing and Sales, WPP challenged
its agencies to do the same Agency Agency
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6. WPP created a new shopper marketing agency
for Kimberly-Clark
OgilvyAction JWTAction
Kantar Retail The Brand Union Mindshare Retail
WPP looked to 5 agencies, with strengths in different areas, that together
could create a best-in-class custom offering to Kimberly-Clark that was
unparalleled in the marketplace
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7. New agency solution supported K-C vision
• This custom solution leveraged the best of the
best in every category, and put them under
one leader and one single financial structure OgilvyAction JWTAction
— a more efficient and effective agency model
• The lead Shopper Agencies, owned by Ogilvy
and JWT, would be positioned to deliver Shopper Insights
something no other in the industry could
deliver
Brand-Down
– OgilvyAction: Brand Building, Strategic Shopper
Insights, Strong Analytics
Retailer-Up
– JWTAction: Deep Field Infrastructure, Retailer /
Channel Insights, Knowledge of “What’s
Possible at Retail”
• It ensured that whether Kimberly-Clark was
doing Brand down or Retailer up marketing —
shopper insights were at the core creating
more powerful and effective programs
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8. New shopper marketing vision is making waves
in the marketplace
Together, Kimberly-Clark and OgilvyAction/JWTAction took home an Effie
for Best Shopper Marketing on the launch of U by Kotex
Kimberly-Clark moved from #9 to #4 on the HUB Rankings of the top
Manufacturers in Shopper Marketing, and the newly formed WPP
Shopper Agency, OgilvyAction/JWTAction, made it onto the list as the
#3 Shopper Marketing Agency
“This solution helped us to best “In today's dynamic environment, “WPP’s solution for Kimberly-
leverage our partnership with the WPP solution was critical for Clark gave us a dream team of
WPP and get the most from our us to get more integrated resources customized specifically
strong relationships with all strategies and flawless execution against our organizational needs.”
agencies we work with.” that were successful for both – Anne Jones, VP Shopper
– Tony Palmer, CMO, brand AND retail.” Marketing, Kimberly-Clark
Kimberly-Clark – Don Quigley, President,
Consumer Sales
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