Leith London has won the &£5m advertising account for white goods brand Hotpoint.
Hotpoint is set for massive investment this year as owner Merloni UK switches resources from its axed Ariston brand. The range includes dishwashers, hobs and ovens, fridges and washing machines.
Leith London won the account after a four-way pitch against Leo Burnett, Soul and incumbent Team Saatchi. The pitch was overseen by UK marketing director Neil Tunstall. Media is handled by Carat, which won the business from Media-edge:CIA last April (MW March 7, 2003).
Hotpoint was bought by Merloni Elettrodomestici two years ago. The Ariston brand has been retained in continental Europe but its range of appliances, such as hobs and dishwashers, were rebranded as Hotpoint last year. Team Saatchi developed a television and magazine campaign focusing on how white goods can make life easier.
Tunstall said: “This is a big investment year for Hotpoint as we build on the brand’s position in both the free-standing and built-in appliance markets.”
Merloni took control of the brands after buying a 50 per cent stake in General Domestic Appliances in March 2002. It has gradually increased the stake.