Publicis Helps Newell Rubbermaid ‘Assess’ Brands

NEW YORK Newell Rubbermaid said it is assessing its 16 brands with the help of Publicis here.

The Atlanta-based company has worked in the past with Interpublic Group’s McCann Erickson and more recently on projects with WPP Group’s Berlin Cameron United, both in New York. Sources estimate its annual U.S. media spending at $15 million.

Publicis USA’s Brand Optimization Group will “assist in a proprietary analysis of our largest brands, [and the company] will also work with Publicis BOS to identify marketing best practices and apply them consistently across the organization,” the company said in a statement.

Marc Burkhalter and John Bowen are co-CEOs of the Publicis BOS group, whose clients include Zurich Financial Insurance and Sprint/Nextel.

Earlier this week, the client reported $55 million in Q1 profits, compared to $37 million for the same period in 2005. Executives attributed the increase to sales of its cookware (Calphalon), hair (Goody) and child products (Graco). Newell Rubbermaid also markets food containers and tools and Sharpie pens.

Sources said Publicis, a Procter & Gamble roster shop, had a relationship with Newell Rubbermaid CEO Mark Ketchum. He replaced Joseph Galli, who resigned that position in October. Ketchum had been on the Newell Rubbermaid board while serving as president of P&G’s global baby and family care unit, which includes Pampers. Publicis handles the Pampers account.

A Publicis representative would not comment on the new assignment beyond the client’s statement.