The move comes as Hoover -- sold by Whirlpool Corp. to Dirt Devil parent TTI Floor Care North America last year -- has been locked in an increasingly fierce rivalry with Dyson over whose products suck more.
The two marketers have repeatedly challenged each other's claims about which vacuum is more effective, and where. A ruling by the National Advertising Division of the Council of Better Business Bureaus last year only fueled the flames more, when the group told Maytag it had to tone down claims that its WindTunnel and Fusion Upright vacuums outsuck Dyson's competing household vacuum. But it also agreed with Hoover's claim that its models were better at cleaning carpets.
A TTI spokeswoman declined to comment, but, in a press release, Marketing Manager Lisa Schroll said: "We were impressed not only by the quality of Martin'Williams' thinking and creative, we were equally impressed by the culture of the agency. On our tour of the agency, observing how people interacted with each other, gave us a good feeling about the place."
Hoover spent $40 million in measured media last year, according to TNS Media Intelligence.
Second win for agency
The win is Martin-Williams' second account victory this year, having picked up Cellular South's $10 million creative business earlier this year.
"Hoover is an iconic American brand with a clear competitive difference. We're ecstatic to have the opportunity to help move this beloved brand forward with our partners at TTI," said Tom Moudry, the agency's CEO and chief creative officer.