NEW YORK--(BUSINESS WIRE)--Roth Partners announced today it has been selected by Newell Rubbermaid as its Agency of Record for the Graco brand in North America. With this announcement, Graco, the market leader and global innovator in baby products, is consolidating brand communications with Roth Partners, the New York-based brand advisory and communications firm. The integrated relationship will include all brand communications across all channels, which were previously split among several agencies. There was no formal agency review and billings were undisclosed.
Consolidating Graco’s messaging with Roth Partners reflects a new commitment to make Graco an indispensable resource to new parents throughout the path to purchase. The 60 year-old brand has a long history of developing innovation and exceptional products.
“We want new moms to trust Graco as an information source and innovator in the baby products field through whichever entry point to our brand works best for them at any given time,” said Kristie Juster, President of Newell Rubbermaid’s Baby & Parenting Essentials global business unit. “We aim to create additional points of engagement and real brand value by better understanding how the first time mom moves from becoming a shopper to a buyer. Roth Partners specializes in cross channel brand development, and we love their new model. They offer us a tailored agency relationship that can deliver the kind of expertise we need to optimize our business.”
“Graco is a famous brand that has built enormous trust across generations of new parents," said Rick Roth, CEO of Roth Partners. "There are constant developments impacting how consumers travel through a shopping journey. And technology is allowing brands to connect in new ways to build engagement, trust and loyalty. Graco is a perfect business platform for the Roth Partners model and we are delighted to be entering into partnership with such a world class brand."
About Roth Partners: Roth Partners is a brand advisory and communications firm delivering integrated solutions through highly tailored engagement of senior cross channel experts. The Roth Partners model leverages a combination of disciplines in its pursuit of big creative ideas that drive commercial success including strategic consulting, brand advertising, social, digital and shopper marketing, public relations and activation. For more information on Roth Partners visit www.rothpartnersllc.com.