Kimberly hands reins to U.S.

Kimberly-Clark of Canada is poised to relinquish consumer marketing authority for its extensive line of products to its u.s. management offices in Neenah, Wisc.Harvey Jones, director of human resources with Kimberly-Clark in Toronto, confirmed the truth of rumours that the u.s....

Kimberly-Clark of Canada is poised to relinquish consumer marketing authority for its extensive line of products to its u.s. management offices in Neenah, Wisc.

Harvey Jones, director of human resources with Kimberly-Clark in Toronto, confirmed the truth of rumours that the u.s. parent company plans to assume greater authority over its Canadian marketing operations, effective early in the new year.

Jones stopped short of divulging how much of an expanded role the u.s. company would play in Canada, explaining he still has to inform his own employees about the full extent of the changes.

But it is understood Kimberly-Clark’s Neenah offices will take over consumer marketing, while the Canadian subsidiary, which is based in Toronto, will continue to handle trade marketing.

Kimberly-Clark makes some of Canada’s leading brands of diapers, feminine care products, facial tissues and paper towels.

Its brand names include: Huggies (diapers) Kotex (feminine care) and Kleenex (facial tissue and paper towels.)

Industry insiders say most of Kimberly-Clark’s Canadian product marketers have been offered the chance to transfer to Neenah, and the offer has been widely accepted.

Kimberly-Clark’s Canadian and u.s. advertising for diapers and feminine care products is handled by ad agency Ogilvy & Mather.

On tissues, paper towels and disposable towels, it uses Toronto’s FCB/Ronalds-Reynolds in Canada. In the u.s., it uses fcb’s Chicago-based parent Foote, Cone & Belding Communications.

Tro Piliguian, president of o&m in Toronto, says he does not expect the imminent changes at Kimberly-Clark to have much of an effect on how o&m handles the account.

Piliguian says the New York office of o&m will probably begin making more brand marketing decisions for Canada, but he says Kimberly-Clark already runs mostly u.s. creative in Canada so the changes will be relatively minor.

Piliguian says Kimberly-Clark ‘will have their pulse on Canada through us, and we will continue to handle their trade marketing here.’Kimberly-Clark makes some of Canada’s leading brands of diapers, feminine care products, facial tissues and paper towels.

Its brand names include: Huggies (diapers) Kotex (feminine care) and Kleenex (facial tissue and paper towels.)

Industry insiders say most of Kimberly-Clark’s Canadian product marketers have been offered the chance to transfer to Neenah, and the offer has been widely accepted.

Kimberly-Clark’s Canadian and u.s. advertising for diapers and feminine care products is handled by ad agency Ogilvy & Mather.

On tissues, paper towels and disposable towels, it uses Toronto’s FCB/Ronalds-Reynolds in Canada. In the u.s., it uses fcb’s Chicago-based parent Foote, Cone & Belding Communications.

Tro Piliguian, president of o&m in Toronto, says he does not expect the imminent changes at Kimberly-Clark to have much of an effect on how o&m handles the account.

Piliguian says the New York office of o&m will probably begin making more brand marketing decisions for Canada, but he says Kimberly-Clark already runs mostly u.s. creative in Canada so the changes will be relatively minor.

Piliguian says Kimberly-Clark ‘will have their pulse on Canada through us, and we will continue to handle their trade marketing here.’