Siemens gives pounds 3m UK appliances task to Scholz & Friends

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

with Mercedes-Benz."