Poulters secures £3million Miele ticket after six-way creative pitch
German-based domestic appliance maker Miele is to launch a £3million-plus campaign to build the brand’s presence in the market.
Leeds-based Poulters has been appointed to handle the brief following a six-way pitch, which ran throughout May and June. The agency has been tasked with developing a new campaign to build the name of the company, which will break in spring 2008, with media to include television and print executions.
Poulters will create a campaign to “reflect the combination, longevity and exceptional performance Miele offers across its range”.
Gary McCall, managing director of Poulters commented, “Working collaboratively with Miele throughout the pitch process has enabled us to create a truly engaging campaign that conveys the excellence of Miele products in a way that will appeal to all their new and existing customers.”
John Kershaw, head of marketing for Miele said he hoped the new campaign would “take the Miele brand to new heights”.
Established in 1899, Miele is a family owned and family run business, employing more than 15,000 staff worldwide, 11,000 of which are based in Germany. The company produces in excess of five million appliances a year, with nearly 70 per cent of those sold abroad.
This new win follows other recent account gains by Poulters such as Kellogg’s, Manchester United and Thresher Group.
In addition, Poulters was appointed in April to handle several projects for public-private partnership, Yorkshire Culture. The agency will design and produce a strategy document for the Yorkshire committee for London’s 2012 Games and a new website for the organisation.