VAUGHAN, ONTARIO: Miele Canada is undergoing a “huge change” in its business model, and as a result has hired Maverick Public Relations, its first PR AOR in nine years.
Miele Canada is the latest subsidiary of the German-headquartered upscale appliance manufacturer to adopt a direct-to-consumer business model. “We could not continue to do everything in-house, so I restructured the marketing department and, with that, came the necessity to hire third-party partners,” says Kelly Lam, who joined Miele about six months ago as director, marketing from BMW Canada.
Toronto-based Maverick pitched with ad agency Lowe Roche and media buying firm Wills & Co. Miele started with a list of 27 agencies, before culling them down to 10, and then three. Lam says the consortium had the “right chemistry”.
Maverick will help raise consumer awareness of the Miele brand, and a “huge” part of the agency's assignment will focus on promoting Miele's “professional” line, including industrial laundry equipment and commercial dishwashers.