Paper giant Kimberly-Clark has ended its creative and media review, awarding parts of the business to Interpublic Group (IPG), Omnicom, Publicis Groupe, and WPP.

The global review kicked off in October of last year with a goal to consolidate Kimberly-Clark’s agency roster as part of its “Powering Care” strategy, a $1.5 billion restructuring program.

The Texas-based manufacturer behind Huggies, Kotex, Kleenex, Depend, and Cottonelle, however, ended up awarding work to agencies across four different holding groups.

In a statement from the brand, Kimberly-Clark has concluded its global RFP process for its creative and media agencies of record.

“We can confirm that we have split our assignments as follows: 

• For global creative duties, IPG will take on our feminine care and family care brands, and WPP will take on our baby and child care and adult care brands. 
• For media duties, Publicis will continue as the partner for our U.S. media business. They will also pick up Canada to provide holistic work for North America media.  
• Omnicom Group (OMG) consolidates media responsibilities for all markets outside of North America (excluding South Korea).

We are excited and eager to get to work with our partners ahead,” per the statement.

All of the major holding companies previously had assignments from Kimberly-Clark. WPP’s GroupM lost the media account in 2023 as Publicis took over in the U.S.

Kimberly-Clark also works with numerous creative agencies outside of the major networks, including independents like Quality Meats and Mischief, and it’s unclear if those relationships will continue. These agencies did not reply to ADWEEK’s request for comment in time for publication.

In May of last year, Kimberly-Clark named a new chief growth officer, Patricia Corsi, succeeding the retiring Alison Lewis. The brand also started in-housing its ad-tech contracts.

According to COMvergence, Kimberly-Clark’s estimated global media spend in 2024 was $511 million. Kimberly-Clark, in 2023, reported its global advertising spend of roughly $1.1 billion, with just over half of global sales coming from the U.S.