Graco 2013 Annual Report Download - page 12

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12
Newell Rubbermaid | 2013 Annual Report
As you build out Newell’s marketing capability, what are your goals?
Marketing is focusing on big brand ideas that create large-scale
platforms for sustainable growth. We want Newell Rubbermaid to
deliver high-impact, disruptive innovation, and communicate that
innovation to users and choosers using creative and effective mar-
keting. Paper Mate® InkJoy® is a good example of a successful
brand supported by an impactful marketing campaign. We created
strong advertising with traditional media, social media, in-store
activation and samples.
How has the Company’s market research
function changed and why?
We’re now investing in consumer understanding
in a more meaningful way. We have created
a larger, independent consumer marketing
insights function that provides a foundation for
our design, innovation and brand plans. We
increased our research budget by more than
100 percent, our headcount by more than
50 percent and strengthened marketing
research leadership through a blend of internal
and external hires with signifi cant international
experience. In addition, market research now
has unprecedented authority to determine when
a product concept or ad idea is ready for test-
ing with consumers.
Marketing
Q&A
WITH RICHARD DAVIES
CHIEF MARKETING AND INSIGHTS OFFICER
“Marketing is focusing on big brand ideas
that create large-scale platforms for
sustainable growth.”
— Richard Davies