Miles Calcraft Briginshaw Duffy is thought to have picked up the
pounds 5 million task of relaunching Bosch, the upmarket white goods
company, after beating Saatchi & Saatchi and Rainey Kelly Campbell
Roalfe/Y&R.
The decision to appoint Miles Calcraft had not been formally approved as
Campaign went to press, but the agency is expected to start work on a TV
and print campaign in the next two weeks. The aim of the campaign, due
to break in the UK in February, is to give the German brand more of a UK
focus.
The pitch, which was conducted through the AAR last month, took place
after the UK management at Bosch won a battle with the German office to
take control of domestic advertising. Leagas Delaney and HHCL & Partners
were also involved in initial talks with the client.
Grey, the previous incumbent on the business, was not involved in the
pitch process. The agency created the brand’s first TV advertising
campaign in 1995.
Nobody at Miles Calcraft or Bosch was available for comment on the
appointment.
