Publicis is set for a new business windfall in the UK after the
decision by Tefal, the cookware and electrical goods manufacturer, to
consolidate its global creative account into the Paris-headquartered
The win comes despite minimal involvement in the pitch by the London
agency, whose role was restricted to conducting research groups and
whose executives have yet to meet Tefal’s local managers.
The UK account moves from Ammirati Puris Lintas, which had been handling
it across most of Europe, the Americas and South Africa. The switch
follows a review, held in Paris before a dozen executives of Tefal’s SEB
group parent, involving representatives from each of its regions across
Publicis contested the business against BDDP and Ogilvy and Mather,
which handles Tefal in its French home market and in Asia. Media
planning and buying stays with Initiative Media.
Tefal called the review to bring greater economies of scale and control
to its advertising, which will now adopt an internationally agreed
creative approach adapted for local markets.
The first work through Publicis is expected at the end of the year. Rick
Bendel, the Publicis joint chief executive, commented: ’We will
certainly be working with Tefal in the UK but it’s early days.’
Tefal is looking for a strong branding campaign that will also work to
boost sales of individual products.
’We’ve had some well-known and high-profile advertising but we felt the
time was right to look around because we’ve failed to produce creative
work that will work at brand and product level,’ Ian Mackey, Tefal’s UK
marketing director, said. ’We were getting there with APL but the
message needs to be stronger.’