CEA Sweeps Bissell From Reilly

Bissell has shifted its $20 million business to Campbell-Ewald Advertising as it moves from a marketing approach based on the features of its carpet and rug cleaners to a more brand-focused strategy.
Tom Reilly Advertising in Chicago previously handled the business on a project basis.
With CEA in Warren, Mich., Bissell wants to leverage its leadership in the so-called deep cleaning market and target its female consumers more tightly, said Ann Lamb, director of communications at the Grand Rapids, Mich., company.
A key factor in shifting to CEA was the agency’s Women-to-Women initiative, Lamb said. That group has already helped Borders, Whirlpool and ShopKo with women-focused marketing refinements, said Susan Hanchett, a senior vice president and group management supervisor at the agency.
Bissell has focused on a rather vague 25- to 54-year-old woman in a dual income family with pets, but research from CEA suggests there are better targeting opportunities within subsegments of that group, Lamb said.
“Our category is dominated by feature-based advertising. This is our opportunity to build a brand and break from the pack,” Lamb said.
CEA’s first work is expected to break in the fourth quarter. K