Frank About Women Gains Homecare Business

BOSTON Bissell Homecare has selected Frank About Women, a unit of Interpublic Group’s Mullen, to handle public relations and marketing chores, the agency said.

The all-female communications consultancy in Winston-Salem, N.C., won the business after a review. Frank About Women bested incumbent PR firm Seyferth, Spaulding & Tennyson in Grand Rapids, Mich., and Empower Media Marketing in Cincinnati.

“Frank About Women’s creative pitch presentation really impressed us,” said Ann Lamb, director of communications at Bissell, Grand Rapids, in a statement. “Their research-based approach and keen understanding of female shopping behaviors and motivators made the decision an easy one.”

The scope of the work for Bissell will include PR, marketing communications and corporate partnerships. The budget for the account was not disclosed.

“Just as men are different from women, women are different from each other, so you can’t market them all with one broad stroke,” said Colleen Brannan, Frank About Women vice president who will lead the Bissell account. “We’re eager to apply our marketing to women expertise to the floor care and cleaning category.”

Bissell spent about $30 million on ads last year, according to Nielsen Monitor-Plus. IPG’s Campbell-Ewald in Warren, Mich., handles the creative account.

Bissell manufactures homecare products including sweepers, vacuums and deep cleaning machines.