Newell Shifts Creative Assignments From BBH to JWT for Some of Its Best-Known Brands

Including Sharpie, Paper Mate and Rubbermaid

Newell Brands is moving global creative work for some of its most visible consumer brands from BBH New York to J. Walter Thompson New York, sources said. 

The shift of brands like Sharpie, Paper Mate, Rubbermaid, Irwin, Lenox and Calphalon comes after Newell Rubbermaid's $15 billion acquisition of Jarden Corp. in December. It only impacts those legacy brands awarded to BBH in 2013 and not other products in Jarden's portfolio like Sunbeam, Rival or Mr. Coffee.

There were rumors of client dissatisfaction with BBH last month when Newell moved global PR responsibilities to WPP's Cohn & Wolfe unit.  

In 2015, Newell Rubbermaid spent $91.6 million on measured media, according to Kantar, up from $81.2 million in 2014. Global spending was not disclosed, but when BBH won the business, Newell Rubbermaid spent around $265 million worldwide, according to the company. BBH's London, Sao Paulo and Shanghai offices led the company's handling Newell Rubbermaid.

A WPP rep, as well as one at JWT, declined to comment, referring calls to the client who did not respond to Adweek's query. BBH reps could not be reached.