Hoover briefs Bates to build flagging image

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.

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

the market.



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

remains unaffected.



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.’