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Miele Canada hires Lowe Roche, Maverick, Wills

Appliance maker Miele Canada has retained Toronto-based Lowe Roche as its advertising agency of record. The agency pitched for the account in collaboration with Maverick Public Relations and media buying agency Wills & Co. The competitive review encompasses 27 agencies. "During the search process for our marketing agency partner, we saw some great agencies and witnessed terrific work," said Kelly Lam, marketing director at Miele. "Lowe Roche, Maverick, and Wills & Co. showed the greatest synergy as a collective group and coupled with the chemistry they had with our team, resulted in them topping our list." Lowe Roche will work to position the Miele brand and develop marketing campaigns for the company's range of consumer and commercial appliances. These include vacuum cleaners, laundry machines, dishwashers, ovens, refrigerators, cooking surfaces, ventilation hoods and coffee makers. The campaigns will focus on the design and engineering aesthetic of the products. Maverick will work to raise awareness of the brand through national trade and consumer media relations, while Wills will handle all media work in Canada.

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