Big Dog sucks up Vax work as brand plots expansion

VaxFloor cleaning brand Vax has hired Big Dog as its lead creative agency, following a competitive two-way pitch, as part of new marketing director Jon Collings’ drive to hoover up the market.
The appointment is Collings’ first since he joined the company in September 2017. The contract will see the team at Big Dog support Vax as it seeks to grow the category and gain market share.
The agency will work closely with Collings going forward, as he takes steps to develop Vax following his five-year stint at Gtech, where it is claimed he helped build the business to a £100m turnover.
The work will focus on advertising creative strategy and campaign delivery, with brand and product-led campaigns including DTRV and press. The first activity, set to run in spring 2018, will promote a new product launch.
Collings said: “Big Dog totally understood our products and our business from the off, and nailed the pitch with sound strategy and stand-out creative. It was important for me to find an agency with a detailed grasp of both our market and our vision, and Big Dog gets it. We look forward to working with them.”
Big Dog associate director Harman Randhawa, who will lead the account, added: “Working with such an iconic and innovative brand is a fantastic opportunity for us. The floor care market is growing, and we look forward to helping Vax to capitalise on that wider trend, increasing market share and promoting its sector-leading positioning.”

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