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Johannes Leonardo is TTI Floor Care’s new lead agency

New York’s fash­ion-savvy bou­tique agency Johannes Leonar­do has just land­ed a mas­sive deal as TTI Floor care’s Agency of Record. One big account after anoth­er Cre­ative art direc­tors and hard-head­­ed account man­agers alike tend to be keen­ly inter­est­ed in rel­a­tive­ly small shops which begin to achieve mete­oric suc­cess, and JL cer­tain­ly falls into this cat­e­go­ry. Mul­ti-award win­ning, the agency only last month won the cov­et­ed Estee Laud­er account. And now it’s king adver­tis­ing pin for the biggest floor care com­pa­ny in North Amer­i­ca (as our busi­ness savvy account man­ag­er might sur­mise, if you’re going to adver­tise for the vac­u­um­ing busi­ness, you might as well adver­tise for all of it). The deal means JL will now han­dle giant brands like Hoover, Oreck and Dirt Dev­il as well as the UK’s best-sel­l­­ing floor care brand, Vax. And the evi­dence is that TTI Floor Care is aggres­sive­ly upping its adver­tis­ing spend, which Adweek reports soared from $27 mil­lion in 2012 (for Hoover, Oreck and Dirt Dev­il) to a stag­ger­ing $67 mil­lion in 2013. Blown away Announc­ing the deal, TTI Floor Care’s CMO, Alan Grave­ly, told Adweek and AdAge: “We were impressed with all the agen­cies we spoke with, but we were blown away…

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Johannes Leonardo faces the future with three major talent infusions

As sea­soned art direc­tors and account man­agers know well, year’s end is often a time when up-and-com­ing shops decide to draft in new tal­ent to help them real­ize their growth ambi­tions. And New York’s Johannes Leonar­do, a bou­tique agency co-found­ed in 2007 by vet­er­an cre­atives Jan Jacobs and Leo Pre­mu­ti­co, is gear­ing up for the chal­lenges ahead with three major new appoint­ments. A tal­ent infu­sion The agency, which won the Small Agency of the Year Sil­ver Award from AdAge in 2011 and the AdAge “Cam­paign of the Year” award for its “Project: Brief” cam­paign for Google last year, has fast estab­lished itself as an agency with uncon­ven­tion­al­ly orig­i­nal cre­ative out­put. That sug­gests its cre­ative flair is mar­ried to its busi­ness acu­men rather suc­cess­ful­ly – account man­agers are every bit as impor­tant as art direc­tors in up-and-com­ing agen­cies like this. Michael Duda, 42, will leave his cur­rent role as man­ag­ing part­ner at the mar­ket­ing con­sul­tan­cy and invest­ment fund Con­sigliere Brand Cap­i­tal to become Johannes Leonardo’s first Chief Exec­u­tive (he’ll also join Jacobs and Pre­mu­ti­co as a part­ner). Duda has an impres­sive back­ground in Adland, hav­ing been part­ner and chief cor­po­rate strat­e­gy at New York’s pres­ti­gious Deutsch agency (part of the Inter­pub­lic…

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