Recent reports stated that Kimberly-Clark has sent the creative accounts of its childcare brands to Droga5 and Accenture. According to reports, Droga5 will act as the lead creative agency for the Kimberly-Clark brand and will get further support from Accenture Interactive. It is unknown how the agencies won the account, if it was after a review or if other creative agencies participated in the pitching process. But the two agencies certainly impressed the company and was awarded their baby and childcare accounts.
Droga5 and Accenture Interactive to Handle Kimberly-Clark’s Childcare Brands
Drga5 and Accenture Interactive will be handling some of the following Kimberly-Clark brands: Huggies, Pull-Ups and GoodNites. As the lead agency, the Accenture and Droga5 team will be responsible for creative output across the consumer journey. They will handle the creative accounts in the U.S. and EMEA regions. They will also support all global efforts.
According to reports, Droga5’s New York and London offices will lead brand strategy and creative, with Accenture Interactive’s global team tasked with delivering “local market-driven experiences powered by data and technology.” This is a big win for the team seeing as it is estimated that Kimberly-Clark spends an estimated $360 million on annual marketing across all its brands globally. This includes $230 million in the U.S., of which $74 million is spent on the childcare category, and $25 million in EMEA,
Droga5 and Accenture Interactive
Accenture Interactive acquired Droga5 back in April. The deal includes buying out the media holding company Endeavor’s 49% stake in the agency. This is the first appointment since Accenture Interactive ended its relationship with TBWA\Chiat\Day New York. They took their creative in-house in September. Droga5 is acting as the lead agency.
Accenture spoke about the appointment of the two agencies. The rep for the agency stated that the companies are excited to begin work on the account. The rep noted that the partnership with Kimberly-Clark marks the first major global appointment for Accenture Interactive with Droga5 following their union earlier this year.