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
In July, agency Leo Burnett resigned the account amid rumours of
creative differences with parent company Candy.