KAO USA Appoints Arnold Worldwide As Global Creative Agency

Kao USA has appointed Arnold Worldwide, LLC as its global creative agency of record for the John Frieda and Jergens brands following an intensive review process. 

Arnold Worldwide will be the lead agency responsible for strategy and creative, pending the signed contract. Once finalized Arnold will officially begin work effective May 1 2014.  

In making the announcement, Dave Muenz, Vice President and Regional Executive Officer, Mass Business Sector, said, “All finalist agency teams did an outstanding job during the process. We would have been delighted to work with all of them. Our decision came down to our confidence in the quality of the team, insights on brands and ideas to build our business. We also felt a strong sense of connection with them. We look forward to our new partnership with Arnold.” 

Pam Hamlin, Global President, Arnold Worldwide, said “For us, this was a good match, because we share many of the same cultural values, passion for the target market and we both have a strong desire to innovate. This creative partnership will allow us to leverage technology to build stronger relationships with beauty conscious consumers."

In February 2014, Kao placed its global creative account in review. A decision regarding who will service the Biore and Curel brands will be made at a later date. The review does not affect other KAO USA agencies for media and digital in Kao’s key markets.

Kao retained the services of Joanne Davis Consulting, Inc., New York, NY, to assist in the agency review process.