Bissell’s Ad Review Enters Its Final Stage

Media spending will exceed $30 million this year

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Bissell is in the late stages of a review of its creative and media business, with the goal of consolidating everything at a single shop.

"We're combining creative, media and social at one agency," explained Theresa Junkunc, director of marketing communications at Bissell in Grand Rapids, Mich. "We wanted a more integrated campaign and sometimes it's hard to do that when you're working across agencies."

Currently, the assignments are split between independent Cramer-Krasselt (creative) and Omnicom Group's PHD (media).

In the review, Cramer-Krasselt, a full-service shop, is defending against two other finalists: Interpublic Group's Carmichael Lynch and independent Olson, according to Junkunc. A decision could come as soon as next week. 

Media spending on the vacuum cleaner brand is expected to exceed $30 million this year. Last year, the brand spent about $25 million in media, up from about $22 million in 2012, according to Kantar Media.

The finalists emerged from an initial field of nine agencies.

Cramer-Krasselt has handled the creative account since 2007 and PHD landed the media assignment in 2008.


@KristinaMonllos Kristina Monllos is a senior editor for Adweek.
Publish date: April 29, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT