Tupperware selects RF|Binder as global AOR

ORLANDO, FL: Tupperware Brands has named RF|Binder Partners its global PR AOR.

ORLANDO, FL: Tupperware Brands has named RF|Binder Partners its global PR AOR following a competitive RFP process.

RF|Binder will work with Tupperware, which is active in nearly 100 countries, on corporate and investor relations efforts, social responsibility initiatives, consumer engagement, and media outreach, said Elinor Steele, VP of global communications and PR at Tupperware. Eighty-eight percent of the company's revenue comes from outside the US, she said.

Steele explained that the company selected RF|Binder because of its “strategic focus on all areas of PR,” as well as its “strong business media outreach both domestically and internationally.”

She added that Tupperware picked the firm from four finalists, but declined to name the other agencies. Maloney & Fox was Tupperware's incumbent agency for the last two years, Steele said.

Atalanta Rafferty, executive MD at RF|Binder, is leading the account. She said a team of 10 staffers will work with her.

In addition to reaching out to national and international print and broadcast media, RF|Binder CEO Amy Binder said the agency will work on social media for the company. Steele said the firm is engaging mom and consumer bloggers in particular.

The focus for 2012 is mostly on business and financial media, Steele said, but Tupperware also wants the agency to position it to consumers as a “modern and fresh” brand.

RF|Binder will also focus on raising awareness of Tupperware's “Chain of Confidence” initiative, which is a global movement that focuses on the importance of women's self-confidence and their relationships with other women, said Steele.

Tupperware also recently launched a “Global Links” program with the help of the Secretary of State's Office and Rollins College, in which it invited an Iraqi professor, Amel Abed Mohammed Ali, to live in Florida for one year and study business. She will then share what she learns with other women when she returns to Iraq, Steele said. RF|Binder is working on setting up media interviews for the professor to share her story, she added.

“Tupperware said they wanted breakthrough, creative, and award-winning campaigns, which M&F delivered in spades. At the end of the day, however, the company really just wanted garden parties and safe, traditional PR tactics,” said Brian Maloney, co-CEO at Maloney & Fox, via email. “That's not what M&F has built its reputation on. We're eager to see what RF|Binder will do for this brand in the future.”

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