CHICAGO: UK-based Dyson hired M Booth as its US AOR, following a competitive review that began this summer.
With what is confirmed to be a six-figure budget, the agency will handle all PR activities across the company's US portfolio, including vacuum cleaners, hand dryers, fans, and digital motors. The agency's goal will be to “continue to create the aura of invention around the company,” said M Booth president Margi Booth.
In a statement sent by group PR manager Dan Crowley, CEO James Dyson said, “Dyson has big plans. We're looking to do more to support engineering education in the US with the James Dyson Foundation. And there are projects like the James Dyson Award for student designers. We've got lots to tell people about.”
Incumbent Ketchum, which had been with the company since 2006, told PRWeek via a statement from Barri Rafferty, senior partner and head of the NY office, “It was a great five year partnership. We helped launch some amazing products, like the Root 6 hand-held vacuum, the Airblade hand dryer, and the Air Multiplier bladeless fan, and we couldn't be more proud of our work together.”
Crowley explained that one of the agency's early tasks will be to promote a couple of product launches, specifically in floor care, early next year.
“Not only are we going to continue to build [awareness of] the brand and products as innovation, but we'll look at education in new ways,” said Booth. “It's a company that invents.”
Crowley wouldn't go into detail on the pitching process, but he did say that the review involved a range of agencies both big and small.