The White Agency wins U by Kotex following pitch

U by KotexKimberly-Clark Australia has awarded its U by Kotex digital account to The White Agency following a four-way pitch process.

The White Agency’s managing director Andrew Davenport said: “This is a fantastic client win for White and we’re looking forward to the challenge of working with a dynamic brands. The team is really excited about this campaign and achieving great things together.”

The agency will be responsible for the overarching digital strategy, creative execution and ongoing social management across Australia for the brand.

Kimberly-Clark Australia senior brand manager Gabbi Davidson said: “U by Kotex is focused on driving stronger connections with consumers and we see digital as a key channel in helping us achieve this.

“In selecting the right strategic partner, we wanted the agency to demonstrate an ability to inspire through digital leadership and take our brand to the next level and The White Agency delivered on all these fronts.”

Most recently the brand promoted its Ultrathins range as the solution to the “cowboy” walk with a campaign by branding agency Shift.

Shift also worked on the brand’s ‘don’t sweat it’ spot which advertised Kotex sport lines and the back to the wall shuffle campaign.

A new television commercial for Kotex sport liners shows women embarrassed by their sweat patches while working out and is based on research that shows that 89 per cent of girls think sweat is good but 81 per cent of girls do not like having sweat patches.

Shift will continue to handle creative for the brand.

Miranda Ward


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