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Momvertising Opps: Newell Brands focusing on omnichannel marketing amid digital-first approach

Newell Brands has recently "overhauled" its marketing approach in order to introduce an omnichannel focus and a digital-first mindset, according to its recent Q4 earnings call. The company is especially focused on driving its e-Commerce business and on building out its social and digital marketing capabilities to optimize its marketing mix; the call also mentioned that advertising spend is on the rise. We should see this rise continue during 2020, particularly across digital channels.

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Since the call mentioned omnichannel marketing, you should also offer traditional space, as well as paid social space. The increased focus on digital capabilities hints that Newell, an established consumer goods giant, wants to reach a younger audience of moms, along with its traditional target demographic of Gen-X and boomer moms. Newell's spend often spikes in Q2.

Agency & martech readers - In December 2019, Newell expanded its relationship with Superunion. Since we don't see any major signals of these agency relationships changing soon, read elsewhere for now.