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Media for Dyson's $40 Million Account Goes to MediaCom

By Published on .

NEW YORK (AdAge.com) -- European vacuum manufacturer Dyson has awarded its estimated $30 million to $40 million U.S. creative, media and public relations account to a team headed by Publicis Groupe's Fallon, Minneapolis, and Grey Global Group's media unit, MediaCom, New York.

Patrice Tanaka and Co. was also named to handle public relations, while Susan Grant Lewin Associates will work on other marketing projects. Both firms are based in New York.

U.K.-based Dyson, which

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claims to be the best-selling vacuum cleaner brand in Western Europe, is bringing its brand to the U.S., where it will take on category leader Maytag Corp.'s Hoover, which it has sued for patent infringement in Europe.

Dyson's European brand has been built around stylish design, the reputation of its high- profile founder/inventor James Dyson and its "Cyclone" technology, billed as the only vacuum cleaner that doesn't lose suction.

"We were impressed from the moment we met them," said Fallon Worldwide Chairman Pat Fallon of Dyson executives in a statement released by the agency. "And the attraction only grew as we learned more about their founder [and] their products."

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