Rubbermaid Reviews

Rubbermaid, the marketer of diverse home and children’s products, is conducting a review for its estimated $10 million U.S. ad account.
The Wooster, Ohio, company has sent out requests for proposals through The Rojek Marketing Group in Cleveland on all corporate ad account duties as well as those for the Rubbermaid Home and Seasonal Products, Little Tikes Juvenile Products and Graco Infant Products divisions, RMG president Lorraine Rojek said. Rojek also said the ad budget would likely increase in 1998.
Rubbermaid’s lead agency is Meldrum & Fewsmith Communications, Cleveland, which has handled Rubbermaid Home and Seasonal Products since December 1995. While Meldrum and Liggett-Stashower, also in Cleveland, have both done projects for Graco and Little Tikes, those lines have no lead shop. Rojek said Meldrum will defend the account. She declined to name other agencies invited to pitch.
Rubbermaid wants the winning shop “to try to develop more connection between the Rubbermaid parent and its divisions,” Rojek said. According to the questionnaire, which was due last Saturday, agencies with experience in housewares and/or toy products will have an advantage.
Three or four finalists will be notified by Nov. 17. A decision is expected by the end of the year.
Meldrum’s first campaign for Rubbermaid broke in February, with the theme, “Ideas that last.” TV spots depicted household problems, with Rubbermaid products as the solutions.
Rubbermaid is completing a two-year-long realignment of its business, mandated by chairman and chief executive officer Wolfgang Schmitt. It has included the merger of its home and seasonal products divisions and the divestiture of some smaller business units. In August, Larry Porcellato was named president and chief operating officer of the home products division in North America. He succeeded David Gibbons, who replaced Porcellato as president of Rubbermaid Europe.