Kimberly-Clark appoints Organic digital AOR for Pull-Ups brand

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Consumer products manufacturer Kimberly-Clark has named Organic digital AOR for its Pull-Ups brand after a three-month RFP process that involved three other agencies.

Organic is responsible for the brand's digital media strategy, including online, mobile and social media. PR firm Edelman will continue to handle social media execution for Pull-Ups, but Organic will “be helping to define the social strategy for the brand,” said Julie Lee, executive director of engagement management at Organic.

Jeff Jarrett, global director of digital marketing at Kimberly-Clark, said digital is an increasingly important channel for Pull-Ups to connect with its target consumers, specifically mothers with children who are potty-training.

“When moms get to a point when it's time to potty-train a child, they're increasingly seeking information, engaging and connecting with other consumers, friends and family members across digital platforms,” he said. “So we rely heavily on the digital space to communicate what is Pull-Ups' unique value proposition, that is its subject matter expertise in helping moms get through the potty-training phase.”

Jarrett declined to say if there is an outgoing agency.

Both Jarrett and Lee declined comment about campaigns Organic is planning for the brand, but Lee said the agency is first developing a digital strategy with no emphasis on any one channel.

Organic also serves as digital AOR for Kimberly-Clark's Depend, GoodNites, Kotex and U by Kotex brands. Jarrett said Kimberly-Clark invited Organic to pitch because of its work for those other brands.

Pull-Ups also works with Ogilvy & Mather, which serves as its AOR for advertising and CRM. Kimberly-Clark also named Ogilvy & Mather AOR for its Huggies diaper brand this month.

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