The company has shortlisted three agencies to pitch for the account.
Tullo Marshall Warren and The Marketing Store will compete against the VCCP-backed start-up Stephens Francis Whitson.
SFW has worked on projects for Dyson in the past as a result of its relationship with VCCP, which holds its £4 million advertising account.
The pitch is being overseen by Dyson's marketing director, Clare Mullin.
It will result in one agency handling acquisition and retention for the UK on a retained basis.
Dyson ventured into customer relationship management last year with a programme by SFW. The campaign began with a welcome pack explaining how an idea captured in a quick pencil sketch can develop into a new Dyson model. A pencil and pad were included in the pack to encourage recipients to send Dyson their suggestions for improvements.
Last year, VCCP created an ad campaign for the launch of Dyson's DC15 model.
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