Remington recruits Spirit for European Big Shot campaign

Remington, the appliance giant made famous by its long-running advertising campaign starring Victor Kiam, has appointed Spirit to spearhead an ad drive to promote its Big Shot hairdryer.

The agency is creating a Europe-wide campaign for the company, which manufactures haircare products and shaving electricals. However, the agency appointment does not affect the incumbent, Grey Worldwide, which continues to handle Remington business. The network was awarded the $15 million worldwide account in July 1993.

Spirit's appointment was overseen by Richard Rietjens, the UK marketing director and ex-Philip's marketer. After an initial burst, the agency is expecting to be called on for a further project for Remington next year.

Ron Krassin, Remington's head of global advertising, said the appointment would not see the business moving out of Grey. He said: "Periodically we'll run a small project, and for a variety of reasons we'll use different agencies. But Remington has no intention of doing anything to change the global agency arrangements with Grey."

Remington parted company with its UK managing director, Simon Russell, in July following differences of opinion over a repositioning of the brand and its endorsement by the celebrity couple David and Victoria Beckham.

Grey London briefly lost the £3 million Remington appliances business when it moved to Publicis in October 1994. However the agency won back the account a year later.

No-one at Spirit was available for comment as Campaign went to press.


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