Dyson Consolidates Media Duties with WPP's Mindshare

Move Eliminates Omnicom and Interpublic Shops from the Media Roster

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Dyson, the maker of high-end vacuums and other appliances, has consolidated global media-buying and planning duties with WPP's Mindshare.

According to executives familiar with the matter, the total global media budget for the account exceeds $100 million. Kantar Media figures show that in 2012, Dyson spent about $67 million on U.S. measured media.

Until now, Dyson had worked with media shops from different holding companies around the world. Incumbents such as Interpublic's UM (U.S.), Omnicom's PHD (UK) and WPP's Mindshare (Europe) competed in the late stages of the review. Aegis' Carat also participated in the process. The marketer and agencies either declined to comment or could not be reached by press time.

For UM, the loss comes on the heels of another review that ended with its Kohl's client moving to Publicis Groupe 's Zenith. It's not good news for PHD either, which is currently busy defending its GSK business in the U.S. The shop's Sony business in the UK also recently went up for review.

For Mindshare, the win is a step in the right direction, just days after its Bacardi win in the U.S. It also marks a return to WPP media agency network GroupM; Dyson had worked with MediaCom in its early years.

Since the company's launch in 2002, Dyson TV campaigns have featured founder James Dyson alongside his high-end products, which tend to retail at much higher price points than other products in the category. While Mr. Dyson might appear in the ads promoting both the products and brand, he doesn't believe in brand. He said as much last May at the Wired conference "Disruption By Design." "There's only one word that 's banned in our company: brand," he said. "We're only as good as our latest product. I don't believe in brand at all." last May at the Wired conference "Disruption By Design

That might not be music to a new agency's ears, but it hasn't stopped the company from generating a wealth of buzz about its products. In February, it announced anew Airblade faucet, which acts as both a water tap and a dryer.

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