Kimberly-Clark has selected Accenture Interactive as global agency of record for its baby and childcare business, with creative agency Droga5 also playing an important role on the account.
Accenture Interactive acquired Droga5 back in April, including buying out media holding company Endeavor’s 49% stake in the agency.
An Accenture representative said in a statement that the companies are “excited” to begin work on the account, which includes such household names as Huggies, Pull-Ups and GoodNites. The rep also noted that the Kimberly-Clark partnership “marks the first major global appointment for Accenture Interactive with Droga5 following our union earlier this year.”
As lead agency, the Accenture and Droga5 team will be responsible for creative output “across the consumer journey,” the representative explained, beginning with the U.S. and EMEA regions as well as supporting global initiatives.
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.”
Kimberly-Clark spends an estimated $360 million on annual marketing across all its brands globally. That includes $230 million in the U.S., of which $74 million is spent on the childcare category, and $25 million in EMEA, according to data consultancy COMvergence.
The appointment follows Accenture ending its relationship with TBWA\Chiat\Day New York and taking its creative in-house in September, with Droga5 acting as lead agency.