WPP’s Mindshare has won media
duties for Dyson, the British technology company best known for its vacuum cleaners. The selection came after a global consolidation review, the companies confirmed Thursday.
Dyson spends
about $185 million on ads annually, the company confirmed.
Previously, the company used a number of media shops around the world, including Omnicom’s PHD in the UK and IPG
Mediabrands’ UM in the U.S. UM won the U.S. business in 2009.
Prior to the global pitch, Mindshare also had pieces of Dyson’s business, including most of Asia and the majority
of Europe, excluding Spain and the UK.
Mindshare’s new scope of work includes all media planning and buying chores worldwide for both traditional and digital media. The transition
will take effect immediately.
The account will be managed by a global team based in the U.K. with “significant teams in major markets, including the U.S.,” a Mindshare rep
said.
Dyson was founded in 1993 Sir James Dyson. The company now sells its products in 67 countries and employs 4,400 people worldwide. According to various press reports, the company
posted 2011 revenues of between $1.5 billion and $1.6 billion.
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