Mindshare picks up global duties for Dyson

British tech company Dyson has consolidated its £120m global media account and given it to Mindshare, following a pitch.

The pitch was called earlier in December last year and Publicis, Havas, Aegis, Interpublic and Omnicom were also involved.

The appointment, which was driven by Dyson's goal of consolidating its media duties into a single global agency, sees the account now move from a range of agencies to Mindshare.

Mindshare previously handled 50% of the markets for Dyson. In APAC, the agency will handle media duties in markets such as Australia, China, and Japan with several other Asian markets also slated to launch activities later this year.

PHD was appointed in 2010 in UK following a pitch. This was the same year Mindshare took on Dyson's business in the European markets. UM handled the company's business in United States.

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