Kimberly-Clark and Omnicom Announce Strategic Communications Shift in Brazil

Mar. 09, 2026

Kimberly-Clark and Omnicom announce a new strategic communications structure for three of the multinational’s brands in Brazil. The move marks Africa Creative’s debut within the company’s ecosystem, where the agency will now deliver integrated 360º communications and strategy.

Africa Creative takes over the lead creative account for Intimus (the leading brand in the feminine care segment) and will also assume media operations for Huggies (baby care) and Plenitud (incontinence care).

For Intimus, Africa Creative will be responsible for the full integrated communications strategy — including planning, creative development, content, activations, and media buying. For Huggies and Plenitud, the agency will oversee media intelligence and buying strategy.

The change reflects a consolidation process: Intimus’ creative duties were previously handled by FCB Brazil, while media intelligence for all three brands had already been managed by Omnicom Media. The operation is now integrated under Africa Creative. Besides optimizing structures focused on excellence and creative consistency, the movement aims to gain agility and foster a collaborative environment.

Sergio Gordilho, Partner, Co-President and CCO of Africa Creative affirms:

"It is an honor to work with a company that has consistently revolutionized its categories through product innovation and is now taking on, with the same boldness, the ambition to revolutionize creativity in communication as well. Kimberly-Clark is raising the bar for the market. For us at Africa Creative, this partnership represents the union of two forces that believe true creativity generates value, cultural relevance, and legacy."

 

Marília Zanoli, CMO of Kimberly-Clark Brazil said:

"We are very excited about this move, which accelerates our growth strategy and strengthens Kimberly-Clark's brands. The partnership with Africa Creative ensures that the excellence of our products is also reflected in a more agile, modern communication that is connected to the needs of our consumers."