• by Steve McClellan  @mp_mcclellan, May 9, 2013

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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