Hoover puts pounds 12.5m to relaunch

Hoover, the domestic appliances brand is to relaunch its brand across Europe and has increased its marketing budget to pounds 12.5m to finance the push.

Hoover, the domestic appliances brand is to relaunch its brand

across Europe and has increased its marketing budget to pounds 12.5m to

finance the push.



The manufacturer, which was bought by the Italian company Candy in 1995,

has handed the advertising task for the relaunch to Ogilvy & Mather.



The agency beat rival WPP shop J Walter Thompson to the account.

Advertising is expected to spearhead the relaunch, with work expected in

the New Year.



The move marks the first concerted marketing effort behind the brand

since its disastrous promotion in 1992, which offered free flights to

the US to anyone spending over pounds 100 on a Hoover product.



The promotion reputedly cost the company pounds 20m, as well as the jobs

of three senior executives.



Since then, marketing behind the brand has remained low key. The last

new advertising for the brand launched in 1995 but has recently been

limited to trade advertising with a budget last year of just pounds 1.2m

across Europe.



In July, agency Leo Burnett resigned the account amid rumours of

creative differences with parent company Candy.



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