Dyson targets new Euro markets

Dyson has launched a search for an advertising agency to oversee a pan-European above-the-line campaign.

The search is being handled by the AAR and does not affect Dyson's relationship with VCCP, its UK agency. Media, which is handled by MindShare, is also unaffected.

The move comes as the vacuum-cleaner manufacturer looks to expand its business on the continent. Dyson already has a strong presence in the Republic of Ireland, France, the Netherlands, Spain and Belgium, and is attempting to push into other European markets.

The Dyson group marketing director, Clare Mullin, said: "Five years ago, we were a UK company with global ambitions. Today, over two-thirds of Dyson's sales are export sales, with Europe being a big chunk. We want to work with a team that will help us navigate Europe's cultural diversity, so that our technology chimes in each market."

The winning agency will work with Dyson's in-house marketing and creative team, and will develop a campaign based on a technology theme.