The Cycle

Newell hit hard by economy, looks to new media in ‘09

Newell Rubbermaid (NR) today announced declining sales, salary freezes, and layoffs, due in part to the flailing global economy and decreasing consumer demand. While it’s “too soon to tell” whether PR staffers will be cut, according to David Doolittle, VP of corporate communications for NR, the communications department is “constantly adjusting our promotional budgets in line with our sales and strategic marketing.”

Unlike some consumer companies, NR has the “flexibility to respond in real time” with the budgeting of communications programs because the company doesn’t depend heavily on TV advertising, said Doolittle. In the new year, the company will leverage more online marketing and social media outreach for its brands, in particular Graco, Dymo, and Sharpie, due to its increasing penetration with consumers and cost-effectiveness, said Doolittle.

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