NEW YORK: Packaging company Sealed Air has selected Weber Shandwick as its first global AOR across multiple marketing disciplines.
Weber won the account from a pool of finalists that included MSLGroup and Gyro. The competing firms went through a three-phase RFP process between August and November 2014.
Sealed Air plans to consolidate global communications duties under Weber and let go of agencies that do similar work, said Jim Whaley, VP of corporate communications and sustainability. It previously worked with about 50 firms worldwide, including Weber, MSLGroup, and Gyro.
Weber has helped Sealed Air with product and corporate PR on and off for the past ten years. Gyro, which launched Sealed Air’s new website in December, continues to assist for the time being with creative and digital duties, said Kenneth Hein, global marketing director at the agency.
A representative from MSLGroup was not immediately available to comment on changes to its relationship with Sealed Air.
Weber’s new contract is for three years, and the work officially began this month. The firm is responsible for internal communications, product and corporate PR, advertising, digital and social media, experiential marketing, and design across the Americas, Europe, and Asia-Pacific.
Whaley said the company decided to hire a global AOR to help tell its story after a myriad of changes in recent years, such as the $4.3 billion acquisition of cleaning products provider Diversey in 2011.
After appointing Jerome Peribere as CEO in 2013, Sealed Air introduced a new tagline, Re-imagine. Additionally, the company plans to move its global headquarters from New Jersey to Charlotte, North Carolina in 2016.
"Our recent changes coalesce and come together as we bring Weber on to give us their global expertise," Whaley said. "There will be a lot of good opportunities to tell our story internally and externally using the power of social and digital media with our new website."
Whaley noted that the account budget was "substantial" but declined to comment further.
Weber will also help Sealed Air promote its sustainable solutions.
"Sealed Air helps its customers become more sustainable," said Paul Jensen, president of Weber’s corporate practice. "It is an exciting opportunity for us to help them tell that story."
Sealed Air’s brands include Bubble Wrap cushioning, Cryovac food packaging, and Diversey cleaning and hygiene products. The company has approximately 25,000 employees in 175 countries.