Kimberly-Clark on Ad Age – More Good News For Digital Signage

Filed Under Advertising, Digital Signage

More traditional media deadpool fodder – to the tune of $200 Million (ish).

Interesting article on AdvertisingAge on Kimberly-Clark adding, for the first time, some global marketing representation.

To give you an idea, K-C Spends about 370 million a year (2005 #s). They are increasing spend by 200 million to around 600,000,000. Decrease to TV spending (or traditional media as a whole) looks like about 10-15% compared to 2004. They spent approx. 133 Million on TV and 120 Million on Magazines (2005)

Tony Palmer, K-C’s CMO and ex Kellogg Co exec had this to say about where the efforts/dollars will be going:

K-C also is dramatically reallocating how it spends, away from TV and toward nontraditional media in the U.S., which Mr. Palmer said is projected to account for 25% of the company’s media spending this year compared with only 10% in 2004.
…
The shift to nontraditional isn’t just about digital media, Mr. Palmer said. It also includes greater use of such things as in-store media, retailer loyalty programs, having surgeons promote K-C’s gloves on their websites and having Nascar pit crews use the company’s Wypall towels.

“We have three of the best agencies in the world in my opinion with [WPP's] MindShare, [Ogilvy & Mather] and JWT,” he said. “We should be able to get a lot of our service requirements out of them. But we should also be seeking out unique approaches from unique service providers.”

digital signage