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TTI Floor Care has named Johannes Leonardo, New York, agency of record for its Hoover, Dirt Devil and Oreck floor-cleaning brands. The decision comes after a three-month search that began with more than a dozen agencies.
Chief Marketing Officer Alan Gravely helmed the search, along with Liz Cope, VP-global marketing. Mr. Gravely is the first CMO for TTI Floor Care, a $1.2 billion subsidiary of $4.3 billion Techtronic Industries, which he joined in March from Yum Brands, where he oversaw Pizza Hut and KFC's global branding. He previously worked for marketers including Kellogg, Starwood Hotels & Resorts, Unilever and Procter & Gamble.
"We were impressed with all the agencies we spoke with, but we were blown away by Johannes Leonardo," Mr. Gravely said in an email statement to Ad Age. "Johannes Leonardo has extensive expertise with iconic brands and a philosophy that it's consumers, not the media, who control the conversation today. The idea of the consumer as the medium fits well with our vision for TTI Floor Care as an organization centered around the consumer."
The search was launched with the directive to the winning agency to grow the individual brands as unique and separate under the parent umbrella. A corporate brand campaign is not planned.
TTI is already the revenue leader in the U.S. floor-care market, with a 32% volume market share of an almost $5 billion industry, according to Euromonitor, but is committed to grow even further with its decision to become a more marketing-focused company.
Even in advance of the final agency selection, TTI has begun accelerating marketing for its brands. According to Kantar Media, it spent $8.2 million on Oreck in measured media for the first four months of last year compared to $12.5 million in all of 2014. Dirt Devil's measured-media spending between January and April of this year was $2.4 million, already more than the $2.3 million the brand received during all of last year. And Hoover's outlay in the first four months of 2014 was $25.8 million compared to $60 million in all of 2013.