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Momvertising Opps: Kimberly-Clark plans to increase digital spend (Score 57)

report. It attributes this success to increased demand amid the coronavirus pandemic. The company increased marketing spend for the majority of its brands in 2020, and execs claimed spend should be similar in 2021. However, it is working on improving efficiency and productivity. Specifically, K-C will continue investing in its digital marketing programs as the channel has been providing a positive ROI. 

Please view our digital display, national TV and podcast ad spend chart Magellan. 

Sellers-- K-C has been increasing marketing spend for the last two years, but it believes it has reached an appropriate level and will spend about the same amount in 2021 as 2020. K-C targets a wide range of women (moms) from Gen-Z to Gen-X. K-C's baby care brands tend to skew towards younger millennial and Gen-Z moms. It also invests in OOH, print and local broadcast TV ads, per Kantar. It aired a Super Bowl ad for the Huggies brand; airing an ad during the Super Bowl typically indicates a brand will continue spending at a high level for at least a few months, so reach out to secure potential campaign ad dollars. 

Agency & martech readers-- Keep reaching out the K-C's CMO Zena Arnold because we have not seen any agency appointments since she as hired in May 2020. I believe you will face competition from media buying and planning AOR here.