Kimberly-Clark has named Luiz Sanches as its first global chief creative and design officer, per details shared with Marketing Dive. A 30-year veteran of Omnicom agency AlmapBBDO, Sanches will be responsible for the global creative quality of the marketer’s brands, which include Huggies, Kleenex and Kotex.
Sanches will report to and work directly with Patrícia Corsi, who joined Kimberly-Clark last year as global chief growth officer. As part of a global transformation strategy, the company has developed a new marketing model that prioritizes putting investment and talent behind storytelling and design.
“We are building a new model centered on market-leading creative as a force-multiplier for delivering cultural and emotional impact and exceptional consumer experiences. This will be a significant driver of our categories and brands, which are essential to the daily lives of one in four people around the world,” said Corsi in a statement around Sanches’ appointment.
As part of the new model, Kimberly-Clark no longer has a traditional CMO role: Corsi’s CGO role oversees the company’s marketing functions, while Sanches, as global chief creative officer, will work alongside agency chief creative officers and Kimberly-Clark’s segment- and market-based creative teams on marketing creative.
“As an agency, we often lack the visibility or access needed to address the real challenges our clients face. Many changes align with the agency's business goals but aren't necessarily the best solution for the client. Now, I have a unique opportunity to leverage creativity to tackle these challenges directly,” Sanches said in a statement.
During his three decades at AlmapBBDO, Sanches began as as art director before becoming creative director in 2002 and then general creative director. He became a partner at the agency in 2013.
Kimberly-Clark earlier this month concluded a global review its creative and media agencies. For creative, IPG will handle feminine care and family care brands, while WPP will take on baby and child care and adult care brand. Publicis will continue as partner for the company’s U.S. media business and picked up the assignment in Canada, as well. Omnicom Group consolidated media for all marketers outside of North America, excluding South Korea.
Kimberly-Clark reported Q3 2024 sales of $5 billion, which was down 4% compared to the prior-year period. The company will announce its Q4 2024 earnings on Jan. 28. The company last year oversaw a brand refresh and new campaign for Kleenex as well as a marketing relaunch for Pull-Ups.
