Vax is planning a major revamp of its marketing strategy after appointing the7stars to handle its media account following a competitive seven-way pitch run in-house, which included incumbent McCann Birmingham.
The independent agency will take over the account at the end of May and lead media planning and buying across Vax’s floorcare portfolio.
Established in 1977, Vax’s range of products includes vacuum cleaners, carpet washers, spot cleaners, hard floor cleaners and cleaning solutions.
To drive the next phase of growth, the agency will evolve Vax’s multi-channel strategy to keep pace with evolving consumer behaviours.
The aim is the build on Vax’s established market presence by synchronising proven brand-building foundations with future-facing digital approaches. Pablo has held the creative account since 2024.
The strategy focuses on maintaining Vax’s significant scale while ensuring the brand remains front-of-mind as consumer discovery and purchasing habits shift.
The appointment follows a strong period for the7stars, marked by new business wins including Greene King and the Financial Times, alongside an appointment to the UK Government’s integrated roster.
Vax UK commercial director Verity Kalinowski said: “We are thrilled to be partnering with the7stars as we embark on the next phase of our growth journey, evolving our marketing ambitions, and building on the success of the Vax story to date.
“As a market-leading brand built on putting consumers first, our ambition is to elevate our marketing — ensuring our content, messaging and execution reflect that at every touchpoint. We’re looking forward to getting started over the next few months.”
The7stars digital strategy partner Kashif Dalvi added: “Vax is a true stalwart of the British home, and we are incredibly excited to be partnering with such a household name. Vax has set ambitious growth goals across its entire portfolio, and having end-to-end responsibility allows us to build an even more cohesive and powerful strategy.
“By building on their current momentum and introducing fresh, innovative ideas and technology we are positioned to deliver long-term growth for Vax.”
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