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Principles signed up by Salton in £6 million advertising account win

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By The Drum Team, Editorial

February 28, 2006 | 2 min read

Principles Agency, the Leeds-based strategic advertising, marketing and media agency, has been appointed by Salton Europe to work on its £6million advertising account following a creative and strategic review that featured a seven-way pitch against major London and Manchester-based agencies.

The agency will now work across all brands in the Salton portfolio including George Foreman health grills, Russell Hobbs, Carmen, Andrew Collinge and Haden, offering above and below-the-line media solutions that include creative, brand strategy, consumer insight and interactive.

Tim Wright, sales and marketing director (Houseware) for Salton Europe, commented: \"We are delighted to announce the appointment of Principles Agency for both our media buying and creative services. During the past three months we have undertaken a significant review of our advertising and we were thoroughly impressed with the professional and energetic approach by Principles, together with its excellent understanding of consumer needs.\"

He added: \"Working on both our kitchen and personal care brands, Principles’ creative approach, coupled with our strong and respected brand names, provides the synergy for an excellent relationship giving the perfect platform to increase our already strong market position in the UK.\"

Principles’ media director Mark Curtis will work on the account. Curtis said: \"Principles recognises the importance of multi-channel media planning to improve consumer interaction with Salton’s brands.

\"A move towards greater brand presence on- and offline will reflect the changing demands of the marketplace across both Personal Care and Home categories, with a greater emphasis given to de-seasonalising the market and improving media targeting.\"

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