Up to 300 jobs will be created when a multinational company sets up its new service centre in Brighton.

Kimberly-Clark, the global corporation behind Kleenex tissues and Andrex loo roll, will be recruiting for positions in the financial services and administration sectors.

Business leaders said the news would mean a major boost for the economy. Rob van der Merwe, group president of Kimberly-Clark Europe, Middle East and Africa, said: "Brighton will be an excellent location for our new European shared services centre.

"It has been chosen because it offers the combined benefits of a highly skilled and motivated workforce, a first-class location and a pleasant working environment.

"This is good news for Brighton as it will result in job creation as well as significant levels of investment."

The development of a European service centre is part of a programme announced by the company in June.

A spokeswoman said: "It will be next year sometime before we decide where to put people. We haven't decided on a site yet."

The decision to locate the European service centre in Brighton follows an independent assessment conducted by Deloitte Consulting. Brighton emerged as the preferred location based on criteria including proximity to transport networks, cost, language skills and availability of skilled staff.

Ken Bodfish, lead Brighton and Hove councillor for economic development, said: "The quality of the jobs means this is very desirable and a welcome boost for our economy.

"We worked for six months with the company, offering information support and setting up meetings with local companies to encourage them to locate here."

Organisers of the Place To Be campaign, which is spearheading a bid for city status, said it was an example of how large-scale businesses now recognised the area as a key place to invest.

Simon Fanshawe, chairman of the Place to Be executive, said: "This is excellent news.

"It is a serious brand-name moving into the town. I'm delighted that a company of that status has recognised the potential of investing here."

Brighton Pavilion MP David Lepper said the deal with Kimberly-Clark was clinched in part thanks to the town gaining assisted area status. He said: "It is another boost for Brighton and Hove."