Hoover, Dirt Devil and Oreck Tap Johannes Leonardo

First work expected in spring 2015

Johannes Leonardo is getting into the floor care business.

The New York agency has landed creative work for four TTI Floor Care brands, including Hoover, Dirt Devil and Oreck, as well as U.K.-based Vax. New work is expected next spring, according to a spokesman for the company. 

Johannes Leonardo won the business following a review run by London-based AAR Group. The shop succeeds The Black Arts, though it will continue to be a strategic partner for TTI Floor Care. The shift does not affect MediaCom, which handles media planning and buying for the brands. 

TTI Floor Care spent nearly $67 million in media for Hoover, Dirt Devil and Oreck in 2013, according to Kantar Media. That's significantly higher than the company's $27 million spend for those brands in 2012. 

"We were impressed with all the agencies we spoke with, but we were blown away by Johannes Leonardo," said Alan Gravely, chief marketing officer for TTI Floor Care. A dozen agencies pitched the business. "Johannes Leonardo has extensive expertise with iconic brands and a philosophy that it’s consumers, not the media, who control the conversation today. The idea of the consumer as the medium fits well with our vision for TTI Floor Care as an organization centered around the consumer." 

Johannes Leonardo also recently won Estée Lauder's creative business.

"It was clear from the beginning that TTI Floor Care had visionary aspirations and a passionate commitment to change the category," said Michael Duda, CEO of Johannes Leonardo. "Our excitement stems not just from the brands we are working with, but the entrepreneurial and talented people we are partnering each day to drive success."