The account went to Lawson Dodd following a three-way pitch last month.

'Hoover is celebrating its 100th anniversary with the introduction of new and innovative ranges designed to keep us at the forefront of an incredibly competitive market,' said Hoover marketing director Mark Barratt. 'We know that we have to work harder and smarter to win consumers' hearts and minds.'

The relationship kicks off with the launch of Hoover Airvolution, a new range of vacuum cleaners.

Hoover was once the clear market leader in the vacuum cleaner market, to the extent that its brand was annexed as a general term for any vacuum cleaner.