Hoover and parent company Candy Electro Domestici is taking a new strategic direction following the appointment of John Morrisey as managing director for group sales and marketing.
Morrisey was appointed to the position in March this year. He has reviewed the positioning of the Hoover and Candy brands, the product portfolio and the relationship with consumers.
From next month, products in both ranges will have distinct brand identities, as part of a pan-European realignment by Italian owner Candy Group.
Long-term plans may see the end of many local brands on the Continent, with Hoover replacing them.
The company says the Hoover brand has a strong heritage and is known for its advanced technology, whereas the Candy brand is aimed at younger consumers who are looking for value-for-money with style.
Last year, Bates UK beat Saatchi & Saatchi and TBWA GGT to win the &£5m Hoover account. Besides working on the Hoover brand, Bates was given the &£2.7m account for sub-brand Vortex.
No one at Hoover was available to confirm whether an ad review would be part of the strategic plan.