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Cramer-Krasselt Picks Up Bissell's $22 Million Account

Rebounding Agency Hoping to Carve Out Expertise in Home-Care Sector

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CHICAGO (AdAge.com) -- Cramer-Krasselt, Milwaukee, has swept up creative duties on Bissell Homecare.
Bissell Homecare has picked independent shop Cramer-Krasselt to handle creative duties.
Bissell Homecare has picked independent shop Cramer-Krasselt to handle creative duties.

The vacuum maker spent $22 million in measured media last year, according to TNS Media Intelligence.

Bissell's account had been with Interpublic Group of Cos.' Campbell-Ewald, Warren, Mich., for seven years before splitting in June.

Vacuum wars
That period saw vacuum makers such as Dyson, Hoover and Oreck become much more aggressive advertisers and competitors, as lawsuits over whose product sucked more became increasingly commonplace.

"Cramer-Krasselt impressed us with bold ideas for our brand," said Ann Lamb, Bissell's director of communications. "They have a reputation for helping brands break through category clutter, so we're excited to explore new strategic marketing directions with them."

For independent C-K, headquartered in Chicago, the account win is the second sizable victory in a year that started out with a contentious divorce from CareerBuilder's $60 million creative and media accounts. In March, the agency won creative and media duties on the heartburn drug Zantac ($32 million). C-K is also one of four finalists in the ongoing review for Porsche's creative account.

Home-care accounts
C-K's Milwaukee office is hoping to parlay the Bissell win, along with the agency's other home-care products such as World Kitchen brands Corelle, Pyrex and CorningWare, into an expertise in that sector.

"This is a great win for us because it brings us further into a field we're excited to play in," said C-K CEO Peter Krivkovich.

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