White goods maker Miele selects WCRS for £5m UK ad push

WCRS has scooped the £5 million UK advertising account for

the European white goods company Miele.

Miele has appointed the agency to spearhead a marketing drive to double

sales to £100 million in the UK over the next two years.

It plans to spend £2.5 million on above-the-line advertising from

a total marketing budget of £5 million.

It is the first time that Miele has appointed a full-service agency.

Previously it has used small agencies on an ad hoc basis. Miele's chief

executive, Michael Jeanes, said: "This is quite a change of direction

for us and advertising will be crucial to the next stage of development

for the company."

WCRS won the account without a pitch. Jeanes and the sales and marketing

director, Gareth Pugh, have both dealt with the agency in the past -

Jeanes during his time at Zanussi and Pugh while at Qualcast.

WCRS will start work immediately on a multimedia campaign which is set

to break early in 2002.

Robin White, the chairman of WCRS, said: "Miele's new range of equipment

has some extraordinary stories to tell. You could say it is the BMW of

the kitchen."

Carat handles media planning and buying for Miele and Jeanes says there

are no plans to review.