The Italian-owned domestic appliances group, Merloni, has handed GGT the
task of revitalising its New World range of cookers.
GGT is already on Merloni’s roster, having created controversial
advertising on its other main brand, Ariston, for ten years.
To date, New World has left custody of its brand largely in the hands of
its biggest customer, British Gas. However, recent changes in the gas
industry mean that cooker manufacturers now have more scope to handle
their own advertising.
GGT has been briefed to broaden New World’s reputation beyond its
traditional niche of standalone gas cookers to cover built-in ovens and
electrical appliances as well.
The agency will kick off with a pounds 1 million press and poster push
in the fourth quarter, followed by a pounds 2.5 million blitz next year.
Stephen Whyte, GGT’s business development director, said the win was a
result of GGT’s high standard of creative work.