ATLANTA: Newell Rubbermaid hired Carmichael Lynch Spong (CLS) as AOR for four of its Home & Family brands, including the namesake Rubbermaid brand and Décor brands Levolor, Kirsch, and Amerock.
The win, effective late November, followed a competitive, six-month review led by Joanna Durr, director of marketing for the Home & Family Group at Newell Rubbermaid. She said the PR account budget is in the low-seven-figure range.
The scope of work includes PR, digital, and social engagement. The agency will work alongside parent Carmichael Lynch, which won the Home & Family brands' advertising account, as well as Baby & Parenting brands Graco, Aprica, and Teutonia.
Durr said the search began as an advertising review, and the company realized it made sense to consolidate its agency relationships that previously existed at the brand level.
"It's what we want from an integrated perspective," she said. "As we started having conversations internally and getting increased exposure to the multiple paths we could take, it made sense for us."
She added: "This gives us the opportunity to take [our marketing] to the next step and consolidate with a partner that could bring together really holistic strategic thinking with memorable creative."
Doug Spong, president at CLS, said that the PR and ad functions presented, and heard that they had won the business, at the same time.
He said that there were other IPG-owned PR and advertising agencies in the mix.
CLS has worked with Newell Rubbermaid's leading culinary brand Calphalon since 2009. Previously, Y&R handled the Levolor business. Edelman currently works with Graco and will stay involved in the brand building and PR.
"This really extends our home experience outside of building products and into household products, and Décor fits nicely within the building products we have," said Spong.
The global CPG company reported 2009 sales of approximately $5.6 billion, with the Home & Family group accounting for almost $2.4 billion of this.