Y&R, Maxus Win Rubbermaid

NEW YORK WPP Group units Young & Rubicam and Maxus have landed creative and media duties, respectively, on the Rubbermaid brand of food and household storage containers after a review, Y&R confirmed.

The other finalists were Havas’ Arnold in Boston and Omnicom Group’s Element
79 in Chicago, said sources. Sources pegged account billings at $10-15 million.

Y&R’s New York office “brought us a dynamic team who believes in our brand,
who understands our objectives and has great ideas for how we can get
there,” said Will Hornor, director of brand and communications at Newell Rubbermaid’s consumer division in Charlotte, N.C.

Y&R New York managing director Shelley Diamond described Rubbermaid as a “great brand with terrific products and tremendous goodwill from its consumers.”

Previously, the business was handled on a project basis by agencies such as Publicis Groupe’s Publicis (for creative) and Publicis Groupe’s Starlink (for media). Publicis here is a Newell Rubbermaid roster shop that handles brands such as Graco children’s products and Levolor blinds.

Major media spending on the container business totaled about $8 million last year and nearly $10 million in the first nine months of 2007, according to Nielsen Monitor-Plus.

The Bedford Group, an Atlanta-based consultancy, managed the review.