Publicis takes UK Tefal creative task from APL

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 network.

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

network.



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

the world.



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.’



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