CHICAGO: Dyson is looking for a new agency now that the vacuum manufacturer and AOR Patrice Tanaka & Company have decided to call it quits.
Thema Harris, a Dyson PR executive, said the split was amicable and that the relationship had merely run its course. The two have worked together for three years and will allow the current contract to expire in December.
Dyson is casting a wide net in its search but offering little clue as to what it is looking for.
"A lot of things are still to be determined," Harris said, including a budget. "We're just looking for a really creative partner to take us to the next level."
The company has begun contacting agencies and will narrow down applicants to a list of eight. It wants to find a replacement by December.
The company praised Tanaka's work on the account, which began at Dyson's US launch in 2002. The company went from selling in one retail location to 12,000 nationwide.