TTI names a New Global Advertising Agency

TTI Floor Care, one of the world’s leading floor care companies, announced today the appointment of Johannes Leonardo as their lead creative agency. Effective immediately Johannes Leonardo will assume a leadership position over all advertising planning and creative for Vax, the best-selling floorcare brand in the U.K., along with the rest of TTI’s global portfolio of iconic floor care brands with reach across the U.K., North America, Europe, Asia, ANZ and Middle East/Africa.

“We’re incredibly thrilled to be working with this world-class agency,” says Liz Cope, VP of Global Marketing, TTI Floor Care. “We were looking for a strategic and creative partner that would gel with our team and Johannes Leonardo fits that perfectly as they are a tight-knit group of talented, ambitious and collaborative people. Notably, the agency collectively speaks 11 different languages, having attracted major talent from agencies around the globe, bringing the global expertise we are looking for across our brand portfolio.”

"It was clear from the beginning that TTI Floor Care had visionary aspirations and a passionate commitment to change the category," said Michael Duda, CEO, Johannes Leonardo. "Our excitement stems not just from the brands we are working with, but the entrepreneurial and talented people we are partnering each day to drive success."

Headquartered in New York City, Johannes Leonardo has extensive expertise with iconic brands including Nike, Google, Chanel, Coca-Cola and YouTube. In a few short years, the Ad Age Small Agency of the year (2011) has made a tremendous impact on the advertising world. In fact, agency founders Jan Jacobs and Leo Premutico have twice made it onto the magazine’s Creativity 50, the annual list of the year's most inspiring and influential creative figures.

TTI Floor Care consulted with AAR Group during the selection process that resulted in the appointment of Johannes Leonardo, which involved more than a dozen leading global advertising agencies.

Over the past few years TTI Floor Care has been working with The Black Arts, an award-winning creative and production agency based in the UK. Cope noted, “The Black Arts remain a strategic partner who will continue to bring their award-winning production expertise to our campaigns. We value their commitment and contribution towards building our brands and sales over the last 3 years.”

Notes for editors: Vax is Britain’s leading floorcare brand (Source: GfK RT UK, Vacuum Cleaners + Steam Cleaners, Volume Sales, Jan-Dec 2013)

About TTI Floor Care: TTI Floor Care’s powerhouse brand portfolio includes Vax and Oreck along with a robust group of iconic floor care brands known around the world. With its family of floor care brands, recognized for their heritage, quality and outstanding performance, TTI Floor Care is dedicated to building leadership through innovation and is committed to be the number one floor care company in the world.

About Vax:  Established in 1977, Vax is the only UK brand that caters for all your home’s floorcare needs, with a uniquely wide product range that offers everything from vacuum cleaners and steam cleaners to carpet washers, multifunction cleaners, pressure washers and cleaning solutions. Vax is now the fastest growing floorcare business in Europe, growing more than ten-fold over the last decade. With head offices in Birmingham, the company has doubled the size of its UK team in the last two years and is currently recruiting 100 new product designers and engineers to support the next phase of growth. Its floorcare products are distributed worldwide with a growing international footprint that extends across Europe, North America, the Middle East and Australia. Vax UK is a wholly owned subsidiary of Hong Kong based TechTronic Industries Co.Ltd. (TTi) TTi is a market and innovation leader in power equipment products, floor care appliances, laser and electronic products. The Group recorded sales of US$3.85 billion in 2012.

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