Momvertising Opps: Kimberly-Clark taps new marketing VP (Score 45)

Sales Lead: Luke Kigel became the advanced marketing capabilities VP at Kimberly-Clark (KC) in May 2023.

• Kigel was previously the integrated media VP and head of Walgreens's advertising group.
• The company will likely:
  • Implement strategy shifts
  • Pursue new sponsorship opportunities
    • As you can tell from the video above, KC recently named Ken Jeong as its first-ever "assvertiser."
  • Continue increasing national TV spend
  • Ramp up digital spend
  • Conduct agency reviews
• Target demographic: 
  • Older millennials and Gen-X with a skew toward moms and household decision-makers in general

Additional spending insights:

• Broadcast insights (TV ad creative spend); digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • View recent national TV and digital spend for top brands - Huggies, Cottonelle, Depend, Poise, and Kleenex - here.  
• Additional channel insights  
  • The company utilizes Google Ads along with print, digital, local broadcast, OOH, Facebook, TikTok (though barely), Instagram, and online video (primarily via Youtube.com) ads.
  • KC sponsors podcasts such as Stuff You Should Know, Wait Wait... Don't Tell Me!, The School of Greatness, Office Ladies, and This American Life.
  • The company invests in short-form DRTV ads.
    • ​​​​​​​KC has very highly concentrated network TV coverage and will not likely launch a new campaign soon.
    • The company's top TV networks include FUSE, TLC, TBS, and OWN.

Additional agency insights:

• Opportunity: Reach out soon to see if any roster shifts follow this appointment, especially considering KC is still in search of a top marketer due to the 2023 departure of CDO and CMO Zena Srivatsa.
• Current agency roster:
  • Mindshare​​​​​​​: Media AOR
  • Droga5: Creative AOR
  • Quality Meats: Creative AOR
  • Ketchum: PR AOR
  • Digitas: Digital agency partner
  • FCB Chicago: Creative agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.