Tefal is centralising its pounds 30-pounds 40 million global
creative account into a single agency for the first time.
The Paris-based kitchenware manufacturer has asked its roster shops,
Ogilvy and Mather and Ammirati Puris Lintas, to pitch alongside the
French giants, Publicis and BDDP.
APL currently handles Tefal’s pounds 2 million UK account and oversees
the brand in most of Europe, the Americas and South Africa. O&M has the
business in France and Asia.
The winner-takes-all pitch focuses on the main brand but may include
Rowenta, which is also owned by Tefal’s parent company, the SEB
group.
Agencies will go to Paris next week to be briefed on whether to use a
single umbrella campaign or a series of individual strategies. Tefal
products include pans and cookware and some electronic goods while the
Rowenta name is mainly synonymous with electrical appliances.
The first round of strategic pitches will take place at the end of
March, followed by creative presentations in May. Media is not thought
to be part of the review. A final decision is not expected until June at
the earliest.
No-one at either Tefal or the agencies shortlisted was available for
comment as ±±¾©Èü³µpk10 went to press.
Tefal is thought to have sanctioned the shake-up after mixed financial
results for 1996, particularly in key European markets. Sales fell in
France by 1 per cent and in Germany by 12 per cent. The company hopes
that centralising its advertising will result in economies of scale as
well as greater creative control.
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