British technology manufacturer Dyson has appointed Mindshare to its £120m global media account following a competitive pitch, beating agencies PHD, UM and Carat.

Dyson achieved their goal of consolidating their work into one agency. 


"Dyson is an ingenious technology company with huge ambitions," said Nick Emery, Global CEO Mindshare. "It’s a privilege to be selected to partner with them worldwide."


Dyson, founded in 1993 by Sir James Dyson, sells products in 67 markets and employs 4,400 people worldwide. Dyson was famously quoted saying: "There's only one word that 's banned in our company: brand. We're only as good as our latest product. I don't believe in brand at all."

 
According to Ad Age:
For Mindshare, the win is a step in the right direction, just days after its Bacardi win in the U.S. It also marks a return to WPP media agency network GroupM; Dyson had worked with MediaCom in its early years.