Huggies names Ogilvy & Mather digital AOR

Huggies has named Ogilvy & Mather its digital AOR. The agency will help the Kimberly-Clark brand grow online media into a bigger part of its marketing mix, said Jeff Jarrett, global digital director at Huggies.

The agency will work on all online communications, including email and mobile campaigns, website management and the brand’s “Enjoy the Ride Rewards” loyalty program. Ogilvy & Mather is also working on initiatives that will launch “in mid-to-late May or early June,” said Jarrett.

Jarrett would not be more specific about upcoming campaigns, but he said that Huggies wants to “exploit mobile platforms much more.”

“Today’s moms are fully engaged across digital and really using mobile a lot more,” he said.

Ogilvy & Mather will be Huggies’s first digital AOR. Though the brand has worked with various agencies in the past, the company decided to hire an AOR to ensure it maximized digital return on investment.

“This is critical for Kimberly Clark and the Huggies brand as we continue to expand our presence and use of digital media in our overall marketing mix,” said Joey Mooring, senior manager of global marketing and brand communications at Kimberly-Clark.

Ogilvy has handled advertising, shopper marketing and direct marketing for Huggies in various regions for more than a decade. The agency was awarded Huggies’ overall brand assignment in North America last year.  

“Ogilvy has been working on the Huggies brand as AOR, and we were very impressed with their work,” said Jarrett. “We invited them to pitch the digital piece.”

Ogilvy & Mather has worked on Huggies’ digital assignments since the beginning of this month, said Jarrett. The diaper brand hired the agency after a three-month RFP process involving four agencies, which Jarrett declined to name.

Ogilvy & Mather’s Chicago and New York offices will work on the digital account.

The agency referred questions on the hire to Huggies. Ogilvy & Mather was also recently named Gap Inc.’s AOR.

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