Levolor to Publicis

NEW YORK Newell Rubbermaid has awarded creative duties on its Levolor brand custom blinds and window treatments to Publicis USA after a review, the agency confirmed.

Sources said the business would be backed this year by about $20 million in measured media spending. Atlanta-based Newell spent roughly $50 million last year on ads across all brands, per Nielsen Monitor-Plus. It also owns Lenox, Paper Mate, Rolodex, Sharpie and Waterman.

Publicis USA CEO Susan Gianinno said, “This new relationship with Levolor serves as a great example of building confidence with a marketer.” She was referring to the strategic relationship the agency established with the client through its brand consultancy group, that has now expanded into a broader advertising relationship.

Publicis’ New York office will handle advertising and digital communications and build a Web site for Levolor.

“We were very impressed with Publicis’ strategic thinking on the corporate level for Newell Rubbermaid,” said Levolor CMO Polly Black. “And we are even more excited that they will now be applying those strategic smarts and their new creative approach to engaging consumers to the Levolor brand.”

There was no incumbent on the brand, which has received little ad backing of late. Other review contenders could not be determined.

Publicis New York’s clients include BMW, Coca-Cola, L’Oreal, Pernod Ricard, Procter & Gamble, Sanofi-Aventis, UBS and Whirlpool.