Kimberly-Clark Malaysia has appointed Mindshare Malaysia for integrated strategic media planning, buying, content marketing management and search engine optimisation. The appointment is for three years and follows a pitch held in January. Among the list of brands under Kimberly-Clark include Kleenex, Huggies, Kotex, Poise, and Depend.
Mindshare has formed a WPP talent-first approach for the brand and will also be responsible for driving the integration of services for the business across WPP agencies and capabilities. Martina Jezdikova, marketing director Malaysia, Kimberly-Clark said Mindshare showcased “a compelling and clear strategic thinking” of partnering with the brand to deliver great consumer experiences.
“From creating new categories to starting new conversations, we are constantly innovating our products and our practices to serve and care for the ever-changing needs of the people we touch at all stages. We are looking forward to touch more Malaysian lives through this partnership,” she said.
Dheeraj Raina, managing director of Mindshare Malaysia, added that Kimberly-Clark has powerful consumer brands and the agency is extremely excited to partner them on an audience-first integrated approach to marketing. “We have built a precision marketing model for helping the brands deliver through wastage free targeting and being relevant and meaningful to the consumers across the various stages of their journey,” Raina said.
Jezdikova joined the Malaysia team last year, succeeding Nitish Gupta who was promoted to the role of Asia Pacific sector leader for adult and feminine care in July. She was based in Bahrain for more than four years before relocating to Malaysia in August this year. During her time in Bahrain, Jezdikova helmed the roles of Kimberly-Clark’s marketing director, Middle East and North Africa and marketing director, Gulf Cooperation Council. She has been with Kimberly-Clark for more than 15 years, starting off as brand activation manager in 2005 before working her way up the ranks.