Hoover, which is part of the Italy-based Candy Group, was once the clear market leader in the vacuum-cleaner market, to the extent that the brand name was annexed as a generic term for any vacuum-cleaning device. But strong growth from rival Dyson and a slew of other brands such as Electrolux, Dirt Devil, Panasonic and Kenmore has seen it lose its place as Britain's best-selling vacuum cleaner.
'Hoover is celebrating its 100th anniversary with innovative ranges designed to keep us at the forefront of an incredibly competitive market,' said Hoover marketing director Mark Barratt. 'We know we have to work harder and smarter to win consumers' hearts and minds.'
The relationship kicks off with the launch of Hoover Airvolution. Lawson Dodd co-founder Belinda Lawson heads the account.
Hoover UK/Europe split from Hoover US in 1993.