NEWS: GGT lands account to revamp Merloni’s New World cookers

The Italian-owned domestic appliances group, Merloni, has handed GGT the task of revitalising its New World range of cookers.

The Italian-owned domestic appliances group, Merloni, has handed GGT the

task of revitalising its New World range of cookers.



GGT is already on Merloni’s roster, having created controversial

advertising on its other main brand, Ariston, for ten years.



To date, New World has left custody of its brand largely in the hands of

its biggest customer, British Gas. However, recent changes in the gas

industry mean that cooker manufacturers now have more scope to handle

their own advertising.



GGT has been briefed to broaden New World’s reputation beyond its

traditional niche of standalone gas cookers to cover built-in ovens and

electrical appliances as well.



The agency will kick off with a pounds 1 million press and poster push

in the fourth quarter, followed by a pounds 2.5 million blitz next year.



Stephen Whyte, GGT’s business development director, said the win was a

result of GGT’s high standard of creative work.



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