Kimberly-Clark Indonesia strengthens media strategy with Mindshare

Kimberly-Clark Corporation has appointed Mindshare to manage media duties in Indonesia for all KC Softex Brands following a pitch managed by R3. The appointment is for two years with the option to extend for another and a total of three agencies were shortlisted. 

R3's principal and co-founder, Shufen Goh, told MARKETING-INTERACTIVE that the team is very grateful to all participating agencies who brought their best to the process despite a very challenging operating environment amidst COVID-19 escalations. "The quality of strategic media thinking, local insights and talent bench strength were key considerations for Kimberly-Clark," she added. MARKETING-INTERACTIVE has reached out to Kimberly-Clark and Mindshare Indonesia for comment.

Kimberly-Clark Corporation acquired Softex Indonesia last year in an all-cash transaction for approximately US$1.2 billion from a group of shareholders including CVC Capital Partners Asia Pacific IV. The company said previously that the acquisition "immediately improves" its currently limited position in Indonesia to one with a strong market share in key personal care categories across Southeast Asia's largest economy.

KC Softex Indonesia is currently on the hunt for a digital marketing head. According to the job post on LinkedIn, the selected candidate will be responsible for developing and driving the company's consumer-facing digital transformation agenda. The candidate will also lead a team of direct reports and work closely with a multi-functional team - across brand, eCommerce and IT - to bring to life the brand and communication strategies of KC Softex’s brands; including Sweety, Softex, Confidence and Kotex. Additionally, the selected candidate will help the company build lasting relationships with its Indonesian consumers.

Photo courtesy: 123RF

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