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Axalta creates jobs, sets up headquarters in Pa.

BY HBSDEALER Staff

Axalta Coating Systems is establishing its new headquarters in Pennsylvania for its corporate and North America operations.

The corporate offices, which opened Sept. 30, are located in Center City at Two Commerce Square. The North America offices are set to open Oct. 31 and will be located in Concord Township.

“We are tremendously excited about our new facilities in Pennsylvania,” said Charlie Shaver, chairman and CEO of Axalta Coating Systems. “New offices are a vital element in our plan to communicate our independence and new identity to our customers, our employees and other stakeholders in the U.S. and around the world.”

According to the company, the move is expected to bring more than 100 jobs to Philadelphia and over 230 to Concord.

“My administration is working every day to bring new jobs to Pennsylvania – today we celebrate 332 new jobs coming to Philadelphia and Delaware County,” said Pennsylvania Governor Tom Corbett. “It’s a sign we are heading in the right direction and Pennsylvania’s economy is on the rise. Global companies like Axalta now want to come here, hire our workers and grow in the commonwealth.”

Shaver said he will host a meeting of the global excecutive team next week at the new Philadelphia offices, with the company’s first global R&D conference set to take place at the end of the month, brining over 100 of the company’s top scientists to Center City.

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Newell Rubbermaid restructures its marketing cadre

BY HBSDEALER Staff

In an effort to recalibrate its branding efforts and global investments, Newell Rubbermaid is consolidating a number of marketing agencies worldwide into one lead creative partner and one lead media-buying partner.

Bartle Bogle Hegarty (BBH) will serve as lead creative agency, wherein it will assume responsibility for strategy, creative execution and implementation of all brand-related communication channels. Led by BBH New York, the assignment will have global support from the company’s network. 

Meanwhile, PHD will act as lead media agency, with responsibilities involving strategic communication planning and media placement. 

Together, the two agencies will help oversee the company’s global advertising and promotion investment.

"For the first time, we are aligning all our brands and categories behind one set of agency partners to drive big ideas that create a strong point of difference for consumers," said Richard Davies, chief marketing and insights officer of Newell Rubbermaid. "BBH and PHD are the best in the business at what they do. With their partnership, we now have the power to achieve much greater scale, reach and impact as we invest behind growing our brands worldwide."

PHD was named Adweek’s "Global Agency of the Year" in 2012 and serves Mondelez, Porsche, Bentley, ANZ, GlaxoSmithKline, Hyatt, Canon and others.

Other companies in BBH’s portfolio, named 2013 "Mid-Sized Agency of the Year" by the O’Toole Awards, include British Airways, KFC, Audi, Barclays Bank, Johnnie Walker, Westin Hotels & Resorts and Axe.

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Benjamin Moore announces 2014 Color of the Year

BY HBSDEALER Staff

‘Breath of Fresh Air,’ an ethereal shade of blue described as "new neutral," has been named Benjamin Moore’s 2014 Color of the Year.

Registered as color number 806, ‘Breath of Fresh Air’ was chosen for its harmonious, versatile qualities, according to creative director Ellen O’Neill.

"We chose ‘Breath of Fresh Air’ because we were seeing it across several different environments—it’s our new neutral," said O’Neill at the opening of the company’s New York City showroom during Fall Market 2013. "We know that color is the ultimate form of personal expression, so we curated this collection to help consumers create beautiful spaces with confidence."

The Color of the Year and Color Trends 2014 palette includes 24 hues inspired by pastel trends throughout the home furnishing, fashion and pop culture industries.

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