• by Gavin O'Malley  @mp_gavin, March 7, 2011

Rubbermaid Commercial Products on Monday named Atlanta-based Interactive shop Definition 6 as its new agency of record.

A self-described "unified marketing agency," Definition 6 will handle both traditional and digital work for the Atlanta-based Newell Rubbermaid unit.

According to CEO Michael Kogon, Definition 6 has spent over a year positioning itself as an agency capable of spanning media divides. The Rubbermaid win validates those efforts.

"This win reinforces the demand and interest we're seeing in the marketplace for unified marketing strategies," said Kogon. "We have dramatically transformed the agency over the past year to position us to attract [such] agency of record relationships."

Going forward, Definition 6 will help RCP with campaign planning and execution for new product launches, as well as strategy, planning and execution of digital marketing, promotions, public relations and advertising.

The appointment follows an extensive search, which included an evaluation of more than 20 agencies, according to RCP.

Bob Heisner, global vice president of marketing for RCP, said Definition 6 was tapped for its ability to come up with big ideas, as well as demonstrating an ability to execute them.

Neither Rubbermaid or Definition 6 are talking future campaign plans, but the client has already shown a willingness to experiment with new media. In the past, for example, the storage and container maker has used Bazaarvoice's social-commerce platform to listen and respond to customers online.

Through strategic hires and acquisitions -- from video and audio production firm Creative Bubble to PR and Web services firm Leach Communications -- Definition 6 has attempted to take the term "full service" agency to a whole new level.

Other agency clients include The Coca-Cola Company, HBO, Cox Enterprises, Nickelodeon and Mitsubishi.