Kelly Weedon Shute has beaten Bates Dorland to the pounds 1 million
Wisdom toothbrushes account. The win follows a final head-to-head which
was called after the client saw initial presentations from six
Wisdom, which used to be owned by the plastics manufacturer, Addis, was
the subject of a management buyout last year. The advertising review was
initiated by Janice Collins, Wisdom’s sales and marketing director, soon
after the new company structure was put in place.
Although Wisdom is the UK’s oldest toothbrush manufacturer and a
household name, sales have been slipping due to a lack of advertising
support and increased competition in the sector.
Nigel Bell-Wilson, the new-business director at Kelly Weedon Shute,
said: ’We are strong on strategy and good at branding - we will get
Wisdom back where it belongs and make the name relevant again. This win
shows we can take on the best and beat them.’