Lowe Roche, Wills & Co. win Miele account

The Canadian HQ of the German-based maker of premium appliances has tapped the agencies for new brand positioning.

Miele Canada, purveyor of premium appliances from the company’s German HQ, has chosen Lowe Roche as its creative AOR, Wills & Co. as its media buyer and Maverick for PR. All four companies are based in Toronto.

The announcement came yesterday, after a competitive review involving more than 27 agencies. ‘During the search process, we saw some great agencies and witnessed terrific work,’ says Miele marketing director Kelly Lam. ‘Our customers know that the Miele brand is based on innovation and quality. Just as important is the fact that Miele is about family, and in the end, this played a large part in our final decision.

‘Lowe Roche, Maverick, and Wills & Co. showed the greatest synergy as a collective group and, coupled with the chemistry they had with our team, that resulted in them topping our list. We are delighted to have these world-class agency partners join the Miele family.’

As lead agency and AOR, Lowe Roche will be responsible for positioning the Miele brand, and developing related advertising and marketing campaigns to showcase the company’s wide range of consumer and commercial-grade appliances, which include vacuum cleaners, laundry systems, dishwashers, built-in ovens, MasterCool refrigerators, cooking surfaces, ventilation hoods, steam ovens and high-tech coffee makers.