Hoover, the beleaguered domestic appliances brand, has appointed
Ogilvy & Mather to handle its pounds 5 million advertising account
across the UK and continental Europe.
The Hoover account went up for pitch in July following Leo Burnett’s
surprise resignation of the business.
After a three-month pitch, O&M triumphed in a final head-to-head against
its fellow WPP agency, J. Walter Thompson. Young & Rubicam was knocked
out of the running in the early stages of the pitch.
Hoover was sold to Candy in June 1995 and has not invested significantly
in TV advertising since then. This lack of backing is said to have been
a factor in Burnetts’ decision to resign. The brand has yet to recover
from its disastrous free flights offer, one of the worst marketing
fiascos of recent years, which has dogged it for the past five
O&M’s task will be to re-establish Hoover as a credible brand. A
multimedia campaign will break in the first quarter of 1998.
Tom Bury, O&M’s chief executive, said: ’We have been appointed to make
Hoover one of the best-known and best-loved brands in the UK. It was a
pre-eminent brand, but has regressed into being a generic
We want to put the meaning back into Hoover.’
Alberto Bertali, Hoover’s marketing director, said: ’The appointment of
O&M to the Hoover account marks the beginning of a new era for the brand
and its comprehensive product range. It underlines the vision we have
for the Hoover brand in the future.’