Dyson puts pounds 5m planning and buying work up for pitch in UK

The vacuum manufacturer, Dyson, has put its pounds 5 million UK media planning and buying up for pitch, four months after reviewing its media account in continental Europe.

The vacuum manufacturer, Dyson, has put its pounds 5 million UK

media planning and buying up for pitch, four months after reviewing its

media account in continental Europe.



Dyson is understood to have appointed a consultant to help it search for

a UK media supplier after seeing sales of its product grow to almost

half of the UK market.



Dyson uses Concord London to buy its media but is looking at ways to

maximise the effectiveness of its media spend given its massive market

share.



Between 1996 and 1998 Dyson’s share, by value, of the UK vacuum cleaner

market grew from 14 per cent to 52 per cent. One in three vacuums now

sold in the UK is a Dyson.



The company is aiming to replicate its UK success around the world and

in January appointed MediaVest as its first international media agency

to spearhead a strategy around Europe, excluding Ireland and the UK.



MediaVest is now handling the media planning and buying for Dyson in

local European markets and co-ordinating the account through MediaVest

International, based in London.



Dyson currently spends around dollars 10 million on advertising outside

the UK, though international budgets are set to rise as its presence in

new markets takes off.



The UK is now coming under the spotlight as part of Dyson’s bid to build

a consistent international media strategy for its brand.



A UK pitch is expected to be held next month, with a decision by

mid-summer. No one at Dyson was available to comment on the review.