Rubbermaid Commercial Products hires Definition 6

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Rubbermaid Commercial Products has hired Definition 6 as its first full-service AOR after an RFP process involving more than 20 agencies, the company said March 7. The Atlanta-based agency will handle traditional and digital duties, including campaigns for new product launches, promotions and PR.

Rubbermaid is working with Definition 6 on “two major product launches,” said Stephen Boyd, group account director at Definition 6. He said both will take place within the next four months and the marketing will include “e-mail and social integration.”

Susan Spalding, director of marketing communications at Rubbermaid Commercial Products, described the launches as “flagship” and “cornerstone.”

Rubbermaid selected Definition 6 late last year because the company is transitioning its marketing “to a more integrated approach,” said Spalding. She added that Rubbermaid “needed a strong agency that could bring us up to date in digital solutions as well as [offer traditional services].” Spalding declined to name other agencies that participated in the pitch or that Rubbermaid Commercial Products is working with.

Parent company Newell Rubbermaid reportedly named Carmichael Lynch domestic ad agency for seven of its brands last December. Rubbermaid Commercial Products makes products for the waste management, material handling, cleaning, food service, agriculture and safety industries.

Boyd said Definition 6 signed a two-year contract with Rubbermaid.

Frank Washkuch contributed to this article.

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