How Ogilvy helps Kimberly-Clark win the marathon

Ever wondered about the work that goes into a successful ad agency-marketing brand relationship? Who better to ask than those behind the work that saw Kimberly-Clark race into third spot of this year’s Loeries Rankings table?

Not only that – Van Emmenes himself made a podium finish in tied third on the brand representative table with the brand’s own John Clark, baby and childcare marketing director at Kimberly-Clark. As for Wanliss, she placed third in the creative director table.

Winning ways! Here, Van Emmenes and Wanliss share the behind-the-scenes work that resulted in their rankings, as well as how to keep that working relationship running smoothly, and the industry relationship they personally admire…

Wanliss: The Baby Marathon took many, many months of hard work from every single person involved. This included our clients, so it’s especially wonderful that Kimberly-Clark and the Huggies marketing team received the recognition that they did.

Definitely. Your work together has done well throughout the year. Share a few of your other accolades.

Loeries:

• Grand Prix - Film communication; branded content video – series
• Campaign gold – data-driven campaign
• Campaign silver – digital integrated campaign
• Craft certificate – digital crafts; use of technology
• Craft gold – digital crafts; writing
• Campaign silver – media innovation; media campaign
• Craft certificate – film crafts; writing
• Campaign gold – integrated campaign

Bookmarks:

• Gold – branded content
• Silver – online video series
• Craft gold – craft; marketing copywriting
• Craft silver – craft; strategy
• Gold – Internet of Things

Cannes Lions:

• Bronze Lion – branded content

One Show:

• Merit – branded entertainment: Online/short film – campaign
• Merit – direct marketing: digital/social media & viral marketing – campaign

Assegai:

• Bronze – direct response mass media: TV, print, out-of-home and radio
• Leader Assegai award: integrated direct marketing campaign
• Silver – most effective use of content
• Silver – branded content

Van Emmenes: A good working relationship is critical in getting work like this out, and it’s needless to say that a high level of trust sits at the core of such a relationship. Our relationship with the Ogilvy team is really strong – their behaviour and decision-making is not that of agency partners but rather as fellow custodians of the Huggies brand. They know our brand, consumer and business objectives as well as we do.