McCann-Erickson Birmingham has won the estimated 2m ac count for vacuum cleaner manufacturer Vax.
McCann beat off two other agencies after Leagas Shafron Davis resigned the account last month (MW August 9).
Vax will continue to run ads produced by Leagas Shafron Davis until the new executions from McCann are launched at the end of next month.
The Birmingham office will handle both the creative account and media buying.
McCann Birmingham chief executive Paul Morely says: “Vax is a strong brand and that gives us a lot to work with.”
Julia Johnston, marketing communication manager for Vax, says: “McCann offered a comprehensive, fully integrated service. We were also impressed with its creative work.”
Johnston says the company’s ad spend in the run-up to Christmas “will be about the same as the previous quarter”.
Vax has suffered intense competition from rivals such as Electrolux and Hoover, and was forced to cut 65 jobs last June.
The company’s marketing department was restructured after the departure of its head of international marketing, Alec Douglas (MW October 13 1995).