Newell Rubbermaid Shakes Up CMO Model By Putting Research in Charge
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What happens when a market-research guy takes direct authority over all marketing decisions and marketers? Newell Rubbermaid is finding out.
Since Richard Davies became Newell’s chief marketing officer 14 months ago, he’s instituted big changes for the company that markets such brands as Paper Mate pens, Graco baby products, Rubbermaid storage products, Calphalon cookware and much more. He’s consolidated marketing staff and agencies and given unprecedented authority to an expanded and independent research group.
Newell’s marketing headcount is down 20% during Mr. Davies time at the helm and located in fewer sites. And Newell has gone from 65 marketing-services shops to six, which includes creative agency BBH, media shop PHD and four research shops.
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