Hasta La Creative!

Newell Brands Inc. appointed global digital agency POSSIBLE to lead its online strategy.

The agency will be tasked with designing a digital experience that creates global consistency while also staying true to individual brands such as Paper Mate, Sharpie and Graco. POSSIBLE has already begun working on the initial phase of the effort, with the creation of initial brand sites.

“We are honoured to work with Newell Brands to help create a world-class experience that connects with consumers,” POSSIBLE president, Americas Jason Burby said in a statement. “We are passionate about delivering digital products that make a measurable difference. Combining high-consideration baby products from a brand like Graco with high-volume brands like Sharpie or PaperMate is a fantastic challenge.”

The appointment follows Newell Brands transferring global creative duties for brands including Rubbermaid, Sharpie, Paper Mate, Calphalon, Irwin and Lenox from BBH to J. Walter Thompson New York without a review back in May. According to Kantar Media, Newell Brands spent around $91.6 million on measured media last year.

Ok, ok. The world now knows about my secret Sharpie obsession, or at least all the customers and employees at my local Staples. There it was, a behemoth of Sharpie infatuation, a display with every color you could imagine – teal, sky blue, navy AND in various tips of fine, medium, broad. Could it be? Or was just a mirage?

Ever since my first days of creating art, the Sharpie has been my best friend and we have created some good times and great ideas together. Now my wildest dreams have come true with all the colors of the rainbow to choose from. Sharpie’s new product line and communications tell me one thing: it must be listening to its audience. With a website full of ideas, tutorials, contests, and opportunities for the fellow Sharpie-obsessed, it is deepening loyalty within consumers.

What can we learn from this? Taking our brands and tapping into the true connection they have with their target is key to communication and innovation. Sharpie could have pushed the brand’s connection with meetings, boardrooms, and diagrams, but instead chose to tap into the root emotion – the love to create. Bravo Sharpie!

Jinean Robinson is a CCIO (Chief Creative Infections Officer) who has been in the communications industry for over 8 years, specializing in creative strategy and implementation, 360 branding communications, and brand development. Join her at http://twitter.com/germllc or her firm’s website at http://germonline.com.