Newell Brands ran three brands through one production system in six months.

Newell Brands owns some of the most recognizable names in American homes, from Sharpie and Rubbermaid to the drinkware and outdoor brands in this story. Its marketing teams brief a steady stream of paid social, retail and e-commerce creative across dozens of product lines, each with its own pack shots, claims and channel specs.

In April 2026 Newell put three of those brands onto the Kartel platform as a six-month pilot. The engagement covered strategy, production and delivery inside one system, with a shared contingency buffer for ad hoc requests.

The program started with one brand and grew to three.

Bubba briefed first, on April 10. Contigo followed as the workflow settled, and Coleman entered production on August 27. By late August all three brands were live under the same statement of work, with Newell's teams briefing directly into the platform and Kartel producing against each brand's guidelines.

Bubba and Contigo carried the volume and both delivered past their contracted scope: Bubba at 113% of its allocation with 547 assets, Contigo at 108% with 521. Coleman, the last brand onto the system, reached 39% of its allocation in its first five weeks.

Static imagery led the mix.

Meta static ads and non-Meta imagery made up most of what shipped, followed by Meta carousels. Video formats came last in the ramp and are the focus of the next phase.

Turnaround fell 47% from May to July.

May was the pilot’s slowest stretch, averaging 24.8 business days from kickoff to final delivery across the F2 Festival and early Contigo and Bubba pack-shot briefs. By July, average turnaround had dropped to 13.2 business days, a 47% improvement. August rose to 20.9 as Coleman’s first briefs, opened August 27, joined the cohort. Across the full pilot, turnaround averaged 17.2 business days.

Faster turnaround sustained at higher volume is the clearest evidence of the workflow and communication improvements taking hold.

The teams kept the tool.

The clearest signal came from the brand managers using the platform day to day. Once briefing and review moved into one place, the early rounds of realignment that marked the first campaigns stopped, and none occurred after Contigo's larger campaigns ramped in August.