• by Larissa Faw , July 11, 2014

Creative agency Johannes Leonardo, New York, has been named Agency of Record for TTI Floor Care's Hoover, Dirt Devil, Oreck and Vax, the UK's best-selling floorcare brand.

Over the last three years, TTI Floor Care had been working with a small UK-based creative and production agency, The Black Arts. Company executives say The Black Arts will remain a strategic partner and continue to bring their award-winning production expertise to its campaigns.

TTI Floor Care is the largest flooring company in North America.

Johannes Leonardo will focus on advertising planning and creative. Mediacom will continue to handle media in the U.S. and globally. The first creative from JL debuts next spring.

"We were looking for a strategic and creative partner that would gel with our team and Johannes Leonardo fits that brief perfectly as they are a tight-knit group of talented, ambitious and collaborative people," says Liz Cope, vice president of global marketing, TTI Floor Care.

"Importantly, the agency collectively speaks 11 different languages, having attracted major talent from agencies around the globe, bringing the global expertise we are looking for across our brand portfolio."

"It was clear from the beginning that TTI Floor Care had visionary aspirations and a passionate commitment to change the category," says Michael Duda, CEO, Johannes Leonardo. "Our excitement stems not just from the brands we are working with, but the entrepreneurial and talented people we are partnering each day to drive success."

“We've built a vision for the future that pictures an organization centered around the consumer, investing increasing amounts in both product and marketing and driving growth in new and existing markets with a focus on North America," says Alan Gravely, CMO, TTI Floor Care North America.

The client’s ad spend was about $65 million in 2013 according to Kantar. In 2012, the company did not spend anything to support Dirt Devil, compared to $2.32 million it spent in 2013. Hoover's ad budget grew more than 10 times between 2012 to 2013 from $4.24 million to $50.99 million. Oreck, on the other hand, decreased from $22.57 million in 2012 to $12.53 million in 2013, per Kantar.