We’re paraphrasing a bit here but Ideal Standard (now led by former British Airways marketer Kerris Hughes) has appointed Euro RSCG in London to handle ‘integrated marketing communications.’ Ideal Standard is best-known for its porcelain lavatories but it now describes itself as a ‘bathrooms solutions provider.’
Ideal Standard is actually a fine old British maker of loos and things although it is now owned by Bain Capital (former home of Mitt Romney of course) and based in Belgium.
Bright (pictured) was British Airways’ head of global marketing before she headed off to Ideal in February last year. She had been one of many BA marketers who had seemingly failed to agree a campaign with Bartle Bogle Hegarty (and the airline’s fearsome boss Willie Walsh) although a corker eventually emerged last autumn. She says: “We were extremely impressed by Euro RSCG’s planning, creative and integrated capabilities and we are looking forward to working closely with them to deliver our commercial objectives. As Europe’s leading contemporary bathroom brand we wanted to work with a future focused and innovative agency”.
Euro RSCG London’s Russ Lidstone is equally fulsome: “Ideal Standard is a fantastic business focused on innovation and consumer centric design. There is a great opportunity to bring this truth to light in a compelling way and we look forward to helping them do so.”
Truths to light, eh? Actually this is quite a creative challenge for Euro RSCG.