Bates UK has won Hoover’s pounds 5 million account with a brief to
turn the famous but flagging brand into a more potent competitor to
major rivals such as Dyson.
The appointment is the precursor to a TV and national press campaign
that is expected to include promotion of a new range of washing machines
and a new vacuum cleaner designed to counterattack Dyson’s domination of
All creative work will be generated by Bates in London and will run not
only in the UK but in Hoover’s key European markets - France, Italy,
Spain, Germany and Portugal.
In addition, the agency will handle creative work on the pounds 2.7
million billing Vortex, Hoover’s vacuum cleaner sub-brand, while 141,
the Bates Group through-the-line subsidiary, will produce brochures and
point-of-sale material. The media-buying business at CIA Medianetwork
For Bates, which saw off both Saatchi & Saatchi and TBWA GGT Simons
Palmer to win the business, Hoover’s arrival fills a gap in its
portfolio left by the departure of the Electrolux pan-European account
six years ago.
Its appointment followed a pitch to Hoover’s UK management and
representatives of the company’s Milan-based owner, Candy Electro
Domestici, by the Bates board director Carol Butler and Tim Broadbent,
its newly appointed executive planning director.
Hoover, which Ogilvy & Mather resigned in February, has had a torrid
recent history after the fiasco of its free flights offer and products
described by an industry source as ’second division’.
But Toby Hoare, the Bates group chief executive, said: ’This win is a
big step towards our rehabilitation. Hoover is a serious brand and
that’s what we’re good at.’