BLM poised to win Dyson account

Booth Lockett Makin (BLM) is tipped to win the media account for innovative vacuum cleaner manufacturer Dyson’s UK.

BLM pitched against Western International Media, Optimedia and Walker Media. The account had been held by Concord London, which bought media for the company in the UK and Ireland.

In January, MediaVest was appointed to handle the media for the agency in Europe as it expands on the Continent. The company spends about £7m on advertising outside the UK.

The company is understood to have changed its UK media agency because it wants to capitalise on the success of its powerful bagless cleaners. The innovation has spawned a number of imitators.

Between 1996 and 1998, Dyson’s share of the market by value rose from 14 to 52 per cent. One in three vacuum cleaners now sold in the UK is a Dyson.

Dyson and BLM refused to comment on the appointment.

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