WPP Expands Its Global Relationship With Newell Brands

Author: Steve McClellan.  Source: MediaPost

Consumer goods giant Newell Brands has selected WPP as its communications partner for its portfolio of brands globally following a review.

Advertising and promotion totaled $587 million in 2017, up from $431 million in the previous year according to the company’s latest annual report. In January, WPP will launch Team Newell as a dedicated unit to service the client. The unit marks an expansion of the relationship with Newell that began in 2016 when J. Walter Thompson was hired as the client’s lead agency.

Geometry, Mindshare and Eicoff will provide shopper marketing, media investment management and direct-response television services (respectively) to Team Newell.

In addition, the former Wunderman (now Wunderman Thompson) is taking on the client’s digital marketing work, and VMLY&R will provide social media services. Those agencies join existing WPP shops providing services to the client, including BCW, Superunion and Wunderman Thompson. The Team Newell operation will be based in New York and led by Eva Ruzicka.

Mark Read, WPP CEO, stated: “We are delighted to have expanded our relationship with such a valued client, and to support Newell with our simple, integrated offer that harnesses the full power of WPP for clients."The company’s portfolio of brands includes Paper Mate, Sharpie, Dymo, Parker, Elmer’s, Coleman, Oster, Sunbeam, Mr. Coffee, Graco, Rubbermaid and many others.