Daniel Farey-Jones
Dec 08, 2021

Mediabrands sweeps up Dyson global media planning and buying

Account, worth $600 million, will transfer from Mindshare in Q1 2022

Dyson: Mindshare was the eight-year incumbent on the business
Dyson: Mindshare was the eight-year incumbent on the business

Dyson, the appliance brand, has appointed Mediabrands to handle global media planning, buying and paid search.

IPG emerged the winner from a review that kicked off in the spring, with Mindshare defending its eight-year incumbency on the business.

A Dyson spokesman confirmed that IPG would formally take over the account on April 1 following a handover period.

Reportedly worth £120 million (US$159 million) at the time of the previous review, Dyson’s spend has now grown to a total in the region of $600 million.

It is believed that, in the UK, IPG is planning to assemble a bespoke team rather than house the account within either UM or Initiative.

MediaSense assisted with the review.

(This article first appeared on CampaignLive.co.uk)

Source:
Campaign India

Related Articles

Just Published

2 hours ago

GEO ‘converts like crazy’ and is already rivalling ...

EXCLUSIVE: NP Digital's founder, Neil Patel, says Generative Engine Optimisation is already outperforming paid search, email and SMS. He speaks to Campaign Asia ahead of his Singapore trip.

4 hours ago

YouTube doubles down on AI, brand deals and creator ...

As it layers AI across nearly every product surface, the platform is betting that automation and insight will deepen its hold over creators and advertisers alike.

4 hours ago

Jerry Greenfield’s last scoop: Ben & Jerry’s ...

Greenfield accuses Unilever of silencing the company’s activism.

5 hours ago

The real risk in playing it safe

Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.