O&M gives up Hoover business for Indesit

Ogilvy & Mather has resigned the pounds 10 million pan-European Hoover account in order to secure the Merloni-owned Indesit business across Europe.

Ogilvy & Mather has resigned the pounds 10 million pan-European

Hoover account in order to secure the Merloni-owned Indesit business

across Europe.



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

4 million.



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

Burnett.



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.



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