Sibling MindShare to Handle Media Buying

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NEW YORK ( -- With a new management team in place since the spring, Newell Rubbermaid's Foodservice Products of North America named Berlin Cameron/Red Cell to handle advertising in an effort to reconnect with consumers.

The Huntersville, S.C.-based division of Rubbermaid, a global consumer product manufacturer, also named Berlin Cameron sibling MindShare to handle media buying. The Foodservice's brands include Stainshield, Serve-n-Saver and TakeAlongs food storage containers.

Prior relationship
Charles Robinson, vice president of brand management for the Foodservice Products division, worked with Berlin Cameron on the launch of bottled water Dasani when he was a brand manager at Coca-Cola Co.

"They're a very collaborative agency," Mr. Robinson said. "And they have an uncanny knack for figuring out [a product's] most salient emotional benefit to users."

Foodservice Products, which has not introduced fresh advertising in some time, is now "looking to reconnect with consumers," said Mr. Robinson, who came over the the unit in March along with four other senior executives from Rubbermaid's Irwin Industrial Tools division.

The business was previously handled by Interpublic Group of Cos.' McCann Erickson Worldwide and Universal McCann, both New York. Spending in measured media for 2003 was close to $5 million, according to TNS Media Intelligence/CMR.

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