American floor care brand Hoover appoints Zeno Group China as its communications partner

Zeno Group China has been named the communications and lead agency for mega US floor care brand Hoover.

Hoover is part of global floor care giant TTi Floor Care and designs powerful cleaning products for the home from floor to ceiling to products for the air you breathe. The American household icon is one of the most trusted brands in America and has already invested in bringing a range of both global and local for local products into China.

The appointment comes following a competitive pitch involving an undisclosed number of agencies and Zeno will work closely with the Hoover team in crafting the communications strategy and lead the overall execution of PR and integration of the other agencies into Hoover’s marketing plans.

Lawrence Chu, Director of Sales and Marketing, Asia Pacific and Japan at Techtronic Industries (TTi), said, “Zeno demonstrated strong category/brand understanding, creativity and PR mastery in both design and delivery. With the fast pace of the China market and smartness of Chinese consumers, communications needs to empower greater integration across marketing channels to have greater value, and Zeno has demonstrated a true understanding of this.”

Daryl Ho, managing director, Zeno China, added, “It’s always a challenge launching a brand in China because it is increasingly “multi-plex” and consumers are way smarter than we give them credit for. So we must go beyond just having a strategy. The need for the convergence of channels that communications must take to bring the brand experience alive. Hoover is a great brand and an even greater story of having invented the upright vacuum cleaner and we definitely are excited to help tell this story!”