Breville Enlists Merkley

NEW YORK Merkley + Partners here has landed U.S. creative and media planning duties on Breville’s line of high-end tabletop appliances after a review.

Merkley bested one other undisclosed agency to land the account. Sources estimated billings at $10 million.

“Merkley + Partners’ proven track record of creating results-driven marketing that truly connects people to brands make them the perfect partner in our quest to develop lasting relationships with consumers who share a passion for the kitchen and culinary arts,” said Robert Sheard, brand director at Breville USA.

Merkley group account director Mandy Antoniacci will manage the account. The Omnicom Group shop’s first work — which will include print and TV ads — is expected in the third quarter.

Breville’s product line includes blenders, juicers, espresso and coffee machines, sandwich grills and toasters. Its U.S. headquarters is in Compton, Calif. Globally, the company, founded in 1932, is based in Sydney, Australia.

Past major media spending in the U.S. has been relatively modest. Last year such spending totaled more than $2 million, up from about $1 million in 2006, according to Nielsen Monitor-Plus. Those figures do not include online spending.