Dyson hands £120m global media to Mindshare

Dyson, the British technology company behind the bag-less vacuum cleaners, has appointed Mindshare to its £120m global media account after a competitive pitch.

Dyson: Mindshare wins technology company's £120m global media account
Dyson: Mindshare wins technology company's £120m global media account

WPP-owned Mindshare won the consolidated global account after a review that began at the end of last year.

Previously, Dyson worked with a range of agencies, including PHD in the UK and UM in the US, but the brand wanted to appoint a single network to the business.

Sarah Stevens, the senior category specialist at Dyson, handled the review, which was led out of Dyson’s UK headquarters in Wiltshire

Nick Emery, global chief executive of Mindshare, said: "Dyson is an ingenious technology company with huge ambitions. It’s a privilege to be selected to partner with them worldwide."

PHD won the UK account in 2010 after a pitch process. In the same year, Mindshare retained Dyson’s pan-European business. AAR handled both reviews.

Dyson has handled its creative work in-house since 2007, when it split from VCCP.

Sir James Dyson founded Dyson in 1993 and the company sells products in 67 markets and employs 4,400 people worldwide.