The Parent Company of Yankee Candle and Sharpie Taps EP+Co

By Doug Zanger Comment

Ordinarily, we here at AgencySpy HQ get somewhat perturbed when going to an agency’s homepage and being met with an autoplay of its work. We’re also not fans of Flash intros. But, honestly, who does that any more?

In the case of EP+Co, we don’t mind the walk through its client list. It’s a quick hit rattling off brands it works with, including 20th Century Fox, Denny’s, John Deere, Lenovo, Lowe’s, Men’s Wearhouse, Puma and Tumi, among others.

Coming soon, the IPG shop will add others from the Newell Brands portfolio after entering into what’s termed a “partnership” with the Atlanta-based company. It’s a funky little, big company with some marquee names like Coleman, Elmer’s, Marmot, Mr. Coffee, Oster (the appliance company, not the AgencySpy/Adweek writer), Rubbermaid and others.

It’s also the home of everyone’s favorite, overwhelmingly fragrant mall and outlet stores brand Yankee Candle.

For its part, EP+Co will work across the portfolio and kick it all off with some work for Sharpie and S-Gel, according to EP+Co chief growth officer Jeff Hoffman.

It’s unclear what the full scope of the relationship is, but EP+Co will support creativity and strategy. According to Kantar, Newell Brands spent just over $23 million on measured media in 2019.

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