Merloni Domestic Appliances, manufacturer of such household names as
Ariston and New World cookers, is talking to shops about adding another
agency to its roster.
Merloni has already seen eight London agencies to take its Warrington-
based New World cookers division above the line for the first time in
several years. Around pounds 1 million has been earmarked for the
initial push, with budgets set to rise eventually to pounds 3 million.
The brand manager, Ric Lyon, explained that until now New World’s
advertising had mostly been handled by its largest customer, British
Gas. But recent changes in the gas industry mean that cooker
manufacturers have much more scope to handle their own advertising.
He said he was looking to appoint a new agency, rather than Ariston’s
incumbent, GGT, because he wanted New World to stand out from its higher
profile sister brand. However, he did not rule out the possibility that
both brands might be handled by the same agency in the future.
Lyon and Merloni’s marketing director, Nigel Grasham, hope to announce a
shortlist of three agencies by the end of the week.
New World, which currently claims to be Britain’s number-two cooker
brand, was acquired by Merloni from the cement company, Blue Circle, at
the beginning of last year. The Italian group is no stranger to high-
profile advertising, and raised a few eyebrows last year with its
campaign through GGT for Ariston where a couple made love on a washing
Its UK managing director, Giuliano Gnagnatti, quit this week after a
top-level reshuffle at the group’s Italian headquarters.