• by Steve McClellan  @mp_mcclellan, October 3, 2013

Newell Rubbermaid has selected Omnicom’s PHD and Publicis Groupe’s Bartle Bogle Hegarty (BBH) for global media and advertising duties respectively, the company confirmed Thursday. The client had used a number of agencies worldwide before opting to consolidate duties under the two shops.

The company spent $265.3 million on advertising in 2012 according to its 10K annual report filed with the SEC for that year.  Newell said it “plans to continue to increase its expenditures for advertising and other brand-building and marketing initiatives over the long term,” in the report.

Newell said the new relationships are effective Oct. 1.

BBH will serve as lead creative agency, with responsibility for delivering strategy, creative execution and implementation (excluding media) in all brand-related communication channels, Newell said. The global assignment will be led by BBH New York, supported by other offices including ones in London, Sao Paulo and Shanghai.

As lead media agency PHD will help with overall strategic communication planning and be responsible for all media placements across all channels, the client said.  

"For the first time, we are aligning all our brands and categories behind one set of agency partners to drive big ideas that create a strong point of difference for consumers," said Richard Davies, Chief Marketing and Insights Officer of Newell Rubbermaid. "BBH and PHD are the best in the business at what they do. With their partnership, we now have the power to achieve much greater scale, reach and impact as we invest behind growing our brands worldwide."

"Our ambition is to push the limits of what's possible for our brands," said Mark Tarchetti, Newell Rubbermaid's Chief Development Officer. "The growth game plan strategy promises to accelerate growth through sharper portfolio choices and new capabilities.” The company, for example, recently shed its hardware division.

Tarchetti also noted that the company will open a new design center next year, and is also making investments in e-commerce. Those moves along with the agency consolidation, he added, “allow us to step-change quality while taking all the efficiencies that come with scale.”

Newell Rubbermaid reported sales of approximately $5.6 billion in 2012. It’s portfolio of brands includes Sharpie, Paper Mate, Rubbermaid Commercial Products, Irwin, Lenox, Parker, Waterman, Rubbermaid, Levolor,  Graco, and others.