BOSTON McKinney in Durham, N.C., marks its one-year anniversary of gaining independence from French holding company Havas by adding Newell Rubbermaid’s Aprica brand.
The shop said it has been hired to helm Aprica’s expansion in the U.S., Europe and Asia following a review.
Aprica is based in Osaka, Japan, and makes strollers, car seats and related products. McKinney’s promotional efforts for those offerings will include outreach in traditional and emerging media as well as the development of a global Web site.
Said agency president Jeff Jones: “Many of us at McKinney are parents, and we’re excited to enter a category where the conversation between a brand and its best prospects is so important and so welcome.” Domestic efforts for the brand will break by year’s end with overseas initiatives appearing by mid-2010, he added.
Aprica has had no measurable U.S. media spending in recent years, per Nielsen, and McKinney becomes the client’s first domestic lead agency.
This marks McKinney’s third noteworthy new-business gain since it bought itself back from Havas last June.
The shop in May added creative chores on Nationwide Insurance’s $210 million account following a hotly contested review. Sherwin-Williams awarded McKinney its $40 million assignment in Q4 ’08.