Siemens, the German electronics giant, has chosen the London office
of Scholz & Friends to handle the pounds 3 million creative assignment
for its UK domestic appliance business.
The agency saw off challenges from Malcolm Moore Deakin Blazye and Red
Cell. Work starts in July with the launch of a dishwasher via a national
campaign in Sunday supplements.
Despite their shared German origins, Scholz has had no previous
relationship with Siemens, which worked with the AAR to draw up the
pitch list. "The fact that we are both German-based played no part in
the decision," Kate Robertson, the Scholz chief executive, insisted.
The appointment of its first UK agency follows an attempt by the company
to define the differences between the Siemens brand and Bosch, which it
also owns, and a strengthening of its distribution network. Media buying
for the new campaign remains with MediaCom.
Siemens is Germany's biggest domestic appliance brand but Bosch eclipses
it in the UK. Both offer premium-priced ranges but Siemens will be
promoted in the UK as being at the very top of the range.
"Our UK research shows Bosch to be the standard by which all domestic
appliances are judged," Robertson said. "Siemens products will be bought
by those who really care about kitchen design. It's like comparing Audi