Agencies line up for Miele £2m creative task

Miele, the domestic appliance-maker, is in talks with a number of London agencies about its £2 million creative brief.

The company is looking for a shop to revitalise its entire approach to advertising, and to create a new strategy for its marketing communications.

Despite asking agencies to come up with new material, it is understood that Miele has already briefed its incumbent - the Horsham-based agency Ethos - with the task.

The German business has plans to alert other agencies if Ethos fails to deliver.

Jenny Taylor, the marketing services manager at Miele, said: "If Ethos doesn't come up with something we like, we will then go out to pitch.

"We have given it a few weeks to tackle the brief, so we'll just have to wait and see what it comes up with."

Ethos was appointed in February this year, following a pitch against a number of other local agencies.

Miele manufactures a wide range of white goods, including washing machines, tumble dryers, dishwashers, fridge freezers, hobs, hoods and coffee machines.

Its latest advertising push, a digital campaign called "miles better", was launched in March this year. It was created by the Laud Group, which picked up the brief after a five-way pitch. It used social networking sites to encourage users to push the brand via word-of-mouth.