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.
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 by Johannes Leonardo. A dozen agencies pitched the business. Johannes Leonardo has extensive expertise with iconic brands and a philosophy that it’s consumers, not the media, who control the conversation today. The idea of the consumer as the medium fits well with our vision for TTI Floor Care as an organization centered around the consumer.”
The agency’s CEO, Michael Duda says that he’d been attracted by TTI’s “visionary aspirations and a passionate commitment to change the category.” JL, which takes the baton from TTI’s previous AOR, The Black Arts (a small UK-based creative agency), will now get to work on unique campaigns for each of the four brands.
And for account managers dreaming of landing a similar account for their agencies, here’s another thing. TTI’s VP of Global Marketing, Liz Cope, was deeply impressed with the agency’s multilingual capabilities: between them, JL’s team speaks 11 different languages. The agency has attracted talent to its NY home from across the world and Ms. Cope thought that was just the ticket for TTI’s international brand portfolio.
Way to go, Johannes Leonardo, way to go.