BOSTON Interpublic Group’s The Martin Agency has won the ad account of the iconic Hoover vacuum brand following a review, the shop said. Martin’s Ingenuity Media will handle the buying and planning portion of the business.
The assignment includes strategic planning and creative development in both online and offline media. Work breaks in the fourth quarter.
“The Martin Agency and Ingenuity Media proved to be the right fit for the newly refined Hoover brand,” stated Carolyn Resar, vp, marketing at client TTI Floor Care North America, in a statement.
John Adams, chairman and CEO of the shop in Richmond, Va., said the client “has product plans that will generate news and a consumer base that holds the Hoover brand in high regard. The table is set for big things to happen.”
Hoover’s ad spending declined almost 30 percent year over year to $25 million in 2007, per Nielsen Monitor-Plus. Review contenders were not disclosed.
There was no lead agency for Hoover, which most recently worked with Omnicom Group’s Martin/Williams, Minneapolis. Wyse Advertising in Cleveland remains the agency for the Dirt Devil brand.