According to multiple people close to the situation, 140-year-old Bissell was looking for a new agency to help develop a more global approach moving forward. In the U.S., the company spent $25 million on U.S media in 2019 and $26 million in 2020, according to Kantar. Last year’s numbers are comparable to one of Bissell’s main competitors, Dyson, which spent $28 million on media in 2020. That represents a significant drop from 2019, when the British vacuum company spent $42 million on media, according to Kantar.
“We are thrilled and honored to be awarded strategic and creative responsibilities for Bissell Homecare,” James Ward, president, McCann Detroit said in a statement. “We look forward to working with them to help build their iconic global brand and connect with their customers in new and exciting ways.”
This Black Friday the Bissell brand made a push in the competitive category by offering a myriad of retail and online deals.
The day after Thanksgiving, however, ended up a mixed bag for shopping. In-store shopper traffic increased by 47.5% compared to last year but was still down 28.3% from the 2019 season, according to data from Sensormatic Solutions, a division of global retail solutions portfolio Johnson Controls. Retailers totaled $8.9 billion in sales online which is a slight decline from the $9 billion spent last year, according to data by marketing analytics company Adobe Analytics.
Bissell, which is best known for its vacuum cleaners, also offers a number of other products such as pet-related cleaning products that range from pet grooming to maintaining a home with a pet. This week the company’s pet foundation also announced a nationwide initiative this month to lower adoption fees at dogs and cat shelters.