Publicis•Poke Expands Global Remit with Essity with Tork Win

Publicis•Poke has expanded its relationship with global hygiene and health company Essity after securing the global creative and ecommerce account with its professional hygiene brand Tork, following a competitive pitch. 

The win now means Publicis•Poke works with 10 brands within the Essity group, including Cushelle, Lotus, Zewa, Regio, Lotus Baby and Edet. Publicis•Poke and Cushelle recently picked up an Effie award for Sustained Success, growing retail sales value at 5x the market rate over 5 years. 

Publicis•Poke will manage Tork’s creative and eCommerce account globally and amplify the brand’s position in the professional hygiene market. With the world ever more health and hygiene conscious, Tork supports business large and small around the world to create safe, secure and sustainable environments for employees and guests. The brand is present in over 100 countries, with key markets being USA and Europe. 

Bengt Eriksson, global master brand director, Essity said: “The Publicis•Poke team showed all the strategic depth, creative firepower and full customer journey thinking that we need in our next agency partner. We look forward to developing great work together to continue building the Tork brand and helping customers’ businesses through sustainable hygiene management.”

Publicis•Poke will work across the customer journey from awareness through to purchase and will also partner with Publicis Groupe agency Hawkeye on the sales activation part of the customer journey, and global media partner Zenith. 

Trent Patterson, managing director Publicis•Poke said: “Essity is a brilliant longstanding client partner for us and we are delighted to welcome the Tork brand to the agency. They have a powerful mission and we cannot wait to help them realise it around the world.”