Ogilvy & Mather has resigned the pounds 10 million pan-European
Hoover account in order to secure the Merloni-owned Indesit business
The new account will be run from O&M’s Italian office.
Merloni, which also owns the Ariston brand, came close to centralising
the pan-European accounts for both brands into Leo Burnett, which will
now only handle the Ariston brand.
D’Arcy, which handled Indesit across Europe, is the principal loser in
the deal. The brand spends about pounds 3 million a year in the UK.
TBWA GGT Simons Palmer will lose the pounds 1.5 million Ariston account
in the UK.
Merloni plans to up its spend for Indesit in the UK this year to pounds
It has previously run high-profile campaigns such as ’why pay more?’,
which was developed by HHCL & Partners.
It is not yet known what Hoover will do with its European account.
The company handed its dollars 25 million US account to FCB in November
last year following a pitch against J Walter Thompson and Leo
O&M’s sister agency, Conquest, handles Hoover-owned brands in Europe,
and it is expected that the parent company, WPP, will try to centralise
O&M’s former Hoover business into Conquest.
O&M won the European Hoover account three years ago after a closely run
pitch against J. Walter Thompson. The agency’s most recent UK work for
Hoover has been the launch campaign of the pounds 5 million Hoover
Vortex cleaner which broke last June.