Vax switches agency to clean up its act
Market-leading vacuum cleaner maker Vax Appliances has appointed agency WCRS MM to its [pounds] 4m account as it pulls away from a drive up-market launched just five months ago.
The ten-year-old, 100m [pounds]-turnover firm ran a "prime evening slot" TV campaign through Midlands-based Circuit Advertising last April. Vax designed the campaign as a platform from which to introduce a series of new products next year.
But post-launch research revealed the ads had alienated a chunk of core customers. The ads featured a sophisticated woman trailing the slender Vax pipe through her minimalist apartment.
Marketing director Karen Heeley says this was not the main reason for the account review, which began in May. She claims fierce competition in its sole market required the resources, support and creative input of a larger agency.
Vax had pioneered the "three-in-one technology - "vacuums, washes and sucks up spills" - a sector which grew from …