Ideal Standard hands global ad business to Uniform

Uniform will now oversee brand's ad business across 60 territories in Europe

Brussels-based bathrooms group, Ideal Standard, has appointed indie agency Uniform as its lead global agency after a competitive pitch. The last agency the brand worked with on a global basis was McCann Enterprise.

Uniform will now oversee brand's ad business across 60 territories in Europe, the Middle East and North Africa, with a brand refresh set for launch in March.

The manufacturer, which supplies residential, commercial and healthcare bathroom products in over 60 countries across the regions, sells its products under international and local brands, including its namesake marque and Armitage Shanks.

McCann Enterprise was the last incumbent on the account, having been appointed in 2016. However, spokesperson for McCann Enterprise told The Drum: “We have not worked with Ideal Standard International for nearly two years, and so the account has not been with us since 2017.

"We did not take part in any competitive pitch and would have certainly declined."

In the UK, the brand's most recent advertising has been focused on showcasing how its everyday products are better than their competitors. Peep Show actor David Mitchell lent his gentle sarcasm to Ideal Standard's radio campaign last summer, extolling the virtues of its tap range.

With a proposition built around working with global designers, the brand's vice-president of marketing, Jonathan Baillie, said he chose Uniform for the brief because the agency was able to "to quickly demonstrate a robust understanding of our multi-brand business and how to communicate to our complex customer base, which spans many sectors and geographical territories."

He added: “We’ve been impressed by the agency's creative skills and its ability to bring a fresh but authentic outlook to our brands. For over 100 years, Ideal Standard’s mission has been to use both Innovation and Design to make life better for its customers. This was the essence that needed to come through and I believe it has achieved this."

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