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Kimberly-Clark Corporation settles regional media pitch

Personal care company Kimberly-Clark Corporation (KCC) has appointed MEC to handle regional media duties. Marketing understands the markets initially involved in the pitch were Singapore, Malaysia, Taiwan, Thailand, Hong Kong, and the Philippines.

KCC declined to comment on the appointment. Meanwhile MEC could not comment at the time of writing.

The incumbent on these markets is Mindshare, who still holds global media duties. A Mindshare APAC spokesperson said, “KCC remains a valued global partner for Mindshare and we wish them success in these markets with their new partner.”

Mindshare in the past has established the KC trading desk (KCTD), where it pushed the envelope beyond industry measurements with more stringent cost and quality KPIs. It also developed numerous content projects and launches such as “Sound of Comfort” for Huggies Malaysia and aided with Kleenex’s launch campaign of the Scented Tissue and Facial Full Line Launch in Malaysia amongst others.

In an earlier statement, Deepshikha Kiyawat, senior director, APAC Adult and Feminine Care Sector, Kimberly-Clark said the company had invited several agencies to participate in a pitch for media planning and buying across both traditional and digital media.

The news comes amidst Kimberly-Clark appointing Tarun Raman as regional marketing director for the Asia Pacific region, undertaking duties for the baby care segment. He replaces Rahul Asthana, who took on a new role in Australia.

Prior to the move, Raman was country marketing director at the brand since 2015 and was based in Malaysia. Prior to Kimberly-Clark, he also held marketing leadership roles for Yum Brand’s Pizza Hut from 2011 to 2015. Before that, he held several positions at Marico Limited from 2004 to 2011.

Meanwhile, Asthana held the role since 2013, taking on additional duties in 2014 for digital and e-commerce following restructure in marketing duties.

Meanwhile, Desh Balakrishnan was recently appointed to head up the newly merged MEC-Maxus entity in Singapore. This was following GroupM’s plans to merge the global operations of media agencies MEC and Maxus into “a new billion dollar revenue, media, content and technology agency”.

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