"The decision to take our PR inhouse was a natural progression," said Ian Evans, area marketing director for Tupperware Australia and New Zealand.
"We have experienced unprecedented growth over the last five years with over 15 per cent compounded growth per year. During that time our marketing team has doubled in size and head office staff numbers have increased by over 20 per cent."
He added that The PR Edge has done a great job of re-energising Tupperware's profile and that the company would work with the consultancy on a project basis.
Pullen was an account manager at The PR Edge, working on Tupperware as a well as Lincraft, Capt'n Snooze and Portmans before relocating to Dublin, to work as client manager at BBDO-owned Drury Communications.
Evans said it was a matter of opportunity when he heard she was returning to Melbourne around the time he was looking for someone. "Amanda's also had experience selling Tupperware so she has a great knowledge of the business and the product so it was one of those fortunate occasions when timing worked in our favour."
Reporting to communications and creative services manager, Meredith Wells, Pullen will handle a broad portfolio encompassing internal and external communications. Responsibility includes PR, the company's advertorial and sponsorship programmes, media relations, media liaison, media coaching for the company's sales force, product placement, competitions and giveaways.
When asked whether the move was about cost-cutting, Evans said: "We could have one full-time resource for the same cost (as having a PR agency) who could also handle a lot of other tasks."
Driving the marketing objectives for Tupperware over the next 12 months is attracting a younger consumer, aged 20-35 years. This will be pursued via a combination of sponsoring events and targeting publications geared towards this age group, having product targeted at the younger busy working woman and making sure the product is stylish and fashionable as far as colour goes to suit the more discerning consumer of today, according to Evans.