After working with a smattering of local agencies in different regions for years, Newell Rubbermaid is consolidating the bulk of its advertising duties with one lead creative partner and one lead media-buying partner.
After a review, Publicis Groupe's BBH has been tapped to oversee creative execution and strategy, while Omnicom Groupe's PHD will handle global media-buying as well as strategic communication planning. Provided the merger of Publicis and Omnicom Group goes through, the account will be housed under a single ad holding company's umbrella.
Alan Rutherford, chairman of media consultancy Axiology, helped guide the search process. The moves encompass all of Newell Rubbermaid's advertising & promotions which totaled $265.3 million in 2012, according to a spokesman.
The agencies will begin transitioning work immediately on all brands, which include Sharpie, Papermate, Rubbermaid storage products, Graco, Calphalon cookware and Lenox.