Applica brands in last stages of integrated review

MIRAMAR, FL: Applica is in the final stages of an integrated RFP that focuses mostly on its George Foreman brand, according to industry sources.

MIRAMAR, FL: Applica is in the final stages of an integrated RFP that focuses mostly on its George Foreman brand, according to industry sources. Although the majority of the work will cover the Foreman brand, it is expected to touch on some of Applica's other brands as well. These include Black & Decker, LitterMaid, Spacemaker, Infrawave, and Gizmo.

The company is looking for a single agency to conduct an ongoing PR and marketing campaign, the sources said. A representative at Applica declined comment for the story.

Incumbent Burson-Marsteller pitched the business, but was eliminated before the final round, confirmed a source within the agency. Ogilvy PR is also among the bidding firms, sources said.

Last year PRWeek reported that the Foreman brand launched its first online-centered campaign called “Knock Out the Fat with George.” It was then reported that until 2008, most of the George Foreman's branding had centered on infomercials and media interviews related to those.

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