Momvertising Opps: Kimberly-Clark picks up media AOR (Score 50)

Sales lead: This will affect the company's media strategy & may lead to additional agency reviews. 

• Kimberly-Clark (KC) named Publicis its media AOR in October 2023.
• The agency created a bespoke team named K-C One that will receive assistance from Epsilon, Spark Foundry, and Profitero. 
• Publicis does not take over until January 2024. 
• This replaces incumbent shop Mindshare. 

Target demographic: Gen-X & millennial women/moms

The company will likely:

• Revise media strategy
• Ramp digital ad spend back up
• Review other agency relationships

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• Please click here to view our national TV spend chart for KC's top brands. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: KC spent approximately $70.5m on digital display ads YTD, down 15% from $82.7m spent in this channel during the same time period of 2022. 
• YTD data: 9.8b impressions via Facebook (42%), Instagram (33%), YouTube (17%), desktop display (5%), mobile display (2%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend increased by 10% from $90.1m in 2021 to $99.3m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, amazon.com, and twitch.tv. It placed 3% of these ads through multiple indirect channels onto sites such as walmart.com, yahoo.com, football.fantasysports.yahoo.com, parents.com, and target.com. 

Additional channel insights  

• Vivvix: KC also invests in OOH, print, and local broadcast.
• Top podcasts sponsored: Stuff You Should Know, Wait Wait... Don't Tell Me!, This American Life, The BOB & TOM Show Free Podcast, and The School of Greatness. 

Agency analysis:

• Opportunity: Reach out now because agency reviews commonly follow one another. 
• Current roster: 
  • Publicis: media AOR
  • Ketchum: PR AOR
  • Droga5: creative AOR
  • Quality Meats: creative AOR
  • Digitas: digital