Ogilvy will now take control of the Huggies disposable nappies brand from JWT, leaving JWT without Kimberly-Clark products in the baby and childcare sector of the FMCG client's business.
This leaves a clear path for JWT to pitch for the J&J business, which includes its own Baby Care division including iconic brands such as Johnson’s Baby Lotion and Johnson's Baby Wipes.
In May, J&J kicked off a review of the global advertising arrangements for its range of baby products.
The company approached a number of its global roster shops, with a view to holding pitches for the work over the next six months.
The review will incorporate above-the-line advertising, which is currently handled by Lowe, and digital, which is handled by Profero.
In a statement, Kimberly-Clark said: "Kimberly-Clark Corporation today announced it is realigning creative agency assignments within WPP Group agency roster shops in order to receive single agency support globally by sector.
"Effective immediately, Ogilvy & Mather will be responsible for K-C's baby and child care and adult and feminine care brands globally, and JWT will be responsible for the company's family care brands globally."
Tony Palmer, Kimberly-Clark chief marketing officer, said: "This move is made to better position Kimberly-Clark to capture global growth and efficiency opportunities while eliminating potential conflict barriers."
J&J works with a variety of global agencies on its advertising roster, including DDB, JWT, Abbott Mead Vickers BBDO, and McCann Erickson.
The global alignment by brand category is not thought to affect Kimberly-Clark’s retained global media agency Mindshare.
JWT referred all calls to the client and Ogilvy & Mather was not available for comment. Johnson & Johnson was also not available for comment.
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