Following a highly competitive six-month review, Newell Rubbermaid has named Carmichael Lynch Spong as domestic agency of record for four of its popular Home & Family brands, including its iconic Rubbermaid brand 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 Spong to help position its Home & Family brands with public relations, digital and social engagement. The public relations agency will work alongside its parent, Carmichael Lynch, which was recently awarded advertising responsibilities for the same Home & Family brands, as well as for Baby & Parenting brands Graco, Aprica and Teutonia. 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 Spong,” 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 Spong to the top of our list.”
Carmichael Lynch Spong 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 Spong has a long pedigree of success in the home category with decades of experience representing such household brands as Amana, American Standard, Formica, Jenn-Air, Lutron, Sherwin-Williams, Therma-Tru Doors, Thomasville, Trane, as well as Newell Rubbermaid brand Calphalon. The agency has also represented national homebuilders Pulte Homes and K. Hovnanian Homes.