British Vacuum Cleaner Icon Seeks Agencies for US Launch

27 February 2002

UK-headquartered Dyson Limited, a privately owned manufacturer of iconic state-of-the-art domestic appliances, is seeking both a US creative and media agency for its stateside launch this coming fall.

Four unidentified creative agencies have been shortlisted from the twelve that responded earlier this month to a request for proposals. The search is being conducted via the Advertising Agency Register in London and both appointments are expected to be announced next month. The account is said to be worth around $40 million (€46.25m; £28.23m).

Dyson already markets its revolutionary vacuum cleaners and washing machines in the UK and twenty-one other countries. According to one US agency aloof from the pitching fray: “They're brilliant products. That's why they haven't had to do much [European] advertising. Sales are completely by word of mouth, but the US is a potentially big market for them.”

According to those close to the matter, Dyson’s UK incumbents – London-based duo Walker Media and Miles Calcraft Briginshaw Duffy – are unaffected by the review. Indeed, the latter is reported to be involved in the US search.

Data sourced from:; additional content by WARC staff