Newell Rubbermaid Brands Select Carmichael Lynch
December 14, 2010
Following a highly competitive six-month review, Newell Rubbermaid has named Carmichael Lynch as domestic agency of record for seven of its popular Home & Family brands, including its iconic Rubbermaid brand; Baby & Parenting brands Graco, Aprica and Teutonia; and Décor brands Levolor, Kirsch and Amerock. The agency has worked with Newell Rubbermaid’s leading culinary brand Calphalon since 2009.
The Atlanta-based company is looking to Carmichael Lynch to help position its Home & Family brands. The agency will deliver holistic campaigns including advertising for all brands, and digital, public relations and social engagement for Rubbermaid and Décor brands. The review was led by The Bedford Group, a national search consultant.
Newell Rubbermaid Inc. is a global marketer of leading consumer and commercial products, with 2009 sales of approximately $5.6 billion. The company’s Home & Family group alone accounts for almost $2.4 billion in sales.
“We were looking to consolidate our agency relationships with a partner who could marry holistic thinking with world-class creative to forge a bond with our consumers, and we found that ideal partner in Carmichael Lynch,” said Jay Gould, President of Newell Rubbermaid’s Home & Family business unit. “The agency’s proven success with our Calphalon brand, expertise in the home and unique approach to forging brand devotion elevated Carmichael Lynch to the top of our list.”
Carmichael Lynch President Doug Spong said, “Our team was very impressed by the strong sense of purpose that drives engagement for Newell Rubbermaid’s Home and Family brands. Our job is to translate that brand essence to consumers in a way that endears brand devotion. We are honored to be awarded the responsibility of building passion for the envied brands within Newell Rubbermaid Home and Family.”
Carmichael Lynch has a long pedigree of success in the home category with decades of experience representing such household brands as Amana, American Standard, Formica, Hoover, Jenn-Air, Lutron, Sherwin-Williams, Therma-Tru Doors, Thomasville, Trane, Trex Decking as well as Newell Rubbermaid brand Calphalon. The agency has also represented national homebuilders Pulte Homes and K. Hovnanian Homes.
About The Bedford Group
The Bedford Group is an Atlanta based Marketing Management Consulting firm that has been in operation since 1986. It has built its reputation on marketing organization support, agency search and relationship management and strategic marketing consulting. Unlike traditional advertising consultants, The Bedford Group looks beyond traditional marketing disciplines to solve complex, enterprise-wide issues for efficient resource management and improving marketing ROI.