• by Steve McClellan  @mp_mcclellan, September 8, 2016

Global digital agency POSSIBLE, part of WPP has been selected to lead digital strategy for consumer goods powerhouse Newell Brands Inc.

The appointment follows the merger of Newell Rubbermaid and Jarden, completed in April, to form Newell Brands with estimated annual revenues of $16 billion.

The agency will design a digital experience that creates global consistency for the newly merged company while showcasing individual brands from Newell’s iconic portfolio including Paper Mate, Rubbermaid, Sharpie, and Graco.

The first phase of the program is underway with the creation of the initial brand sites on the corporate enterprise platform. The design plan will not only help align Newell’s brands, but take the purchasing behavior of today’s consumers into consideration and communicate each brand’s unique proposition, according to the agency.

“We are passionate about delivering digital products that make a measurable difference,” stated Jason Burby, POSSIBLE President, Americas. “Combining high-consideration baby products from a brand like Graco with high-volume brands like Sharpie or Paper Mate is a fantastic challenge.”