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BOSTON The Gate Worldwide has added advertising chores for iRobot’s home robots division, which markets the Roomba and Scooba automated vacuums.
The Gate, a New York-based independent shop, is tasked with a complete repositioning of the iRobot consumer unit. IRobot has worked with various agencies in the past, such as Gardner Nelson + Partners in New York, which in late 2005 fashioned a campaign tagged “I love robots.”
“The Gate’s marketing insight and ability to communicate iRobot’s Home Robots ‘reason for being’ uncovered product benefits and new market segments that we can own,” said Matt Palma, the client’s vp, sales and marketing.
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