The home-appliances brand has hired Creativebrief to handle the pitch. Agencies have been contacted with the brief and given until today (Thursday) to return the initial RFI document.
There is no incumbent on the account. McCann is Miele’s global advertising agency of record and runs the business from its offices in Germany, where Miele has its headquarters.
Miele has previously worked with various creative agencies for above-the-line tasks in the UK. In 2001, the white-goods company appointed WCRS without a pitch for a £5 million ad push.
Ethos Marketing, the Horsham agency, and Poulters, which folded in 2008, have also overseen Miele’s UK advertising campaigns.
Miele’s media planning and buying is handled by TMS12, an agency set up in 2012 by the former partners of The Media Shop.
In 2014, Miele appointed Frank PR to its consumer PR and social media account to continue a year-long campaign positioning the brand as innovative and highlighting the durability of its products.
Earlier this month, Frank created a free pop-up denim launderette for Miele in Carnaby Street, in aid of the Jeans For Genes charity.
Miele did not respond to a request for comment.