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
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.