Publicis•Poke Strengthens Essity Relationship with JOBST Win

Publicis•Poke has been awarded the global brand strategy and creative account for Essity brand JOBST, following a competitive pitch. 

JOBST joins a growing roster of Essity brands working with Publicis•Poke including consumer tissue brands Cushelle, Lotus, Zewa, Regio, Edet and professional hygiene brand Tork. Last year the agency won its sixth Effie Award for Essity brands, picking up the Effie for Sustained Success with Cushelle.

JOBST specialises in compression therapy solutions for people living with lymphatic and venous conditions. Publicis•Poke pitched with Hamburg-based Digitas Pixelpark, which already has a digital remit with JOBST, to deliver on the new scope, across key markets including the UK, USA, Germany, France, Spain and Latam.

Work on the brand will begin immediately and will support JOBST in its mission to destigmatise and normalise conditions which affect millions worldwide, helping them live their lives more confidently. 

The win follows Publicis•Poke’s November 2021 appointment to the global creative and eCommerce account for Essity professional hygiene brand Tork, following a competitive pitch, further consolidating its 12-year relationship with the leading global health and hygiene company.

Isabel Dahlberg, JOBST marketing and communications director said: “We see huge potential in the JOBST brand to make a positive difference in the lives of our customers. The Publicis•Poke team showed excellent strategic and creative insight that I know will help our brand make bigger societal impact and normalise these conditions around the world.”

Trent Patterson, managing director, Publicis•Poke said: “In a category that is full of stigma and taboo there is a need to disrupt conventions and shine a light on conditions that aren’t well known, yet affect millions the world over. We’re thrilled that JOBST is joining our Essity brands, continuing a long-standing partnership, and look forward to unleashing its creative potential.”