Miele selects Doug & Serge as AOR

The independant Toronto agency will begin working with the appliance company on its Canadian creative, as well as occasionally handling global assignments.

Being a smaller, independent company has its benefits. For Doug & Serge, its what led the agency to land the Miele account, with the family-owned and operated appliance company pointing to its “organizational culture” as a primary reason for selecting it as the brand’s new Canadian AOR.

“Their ability to provide us day-to-day involvement from their senior team including Doug and Serge directly was a very important factor,” says Kelly Lam, VP marketing, Miele, in a release, noting that the agency’s structure complements Miele’s.

The Toronto-based agency will begin work on Canadian creative for the 112-year-old company, and is also among a pool of agencies selected to handle global assignments from time to time. Doug & Serge takes over from Miele’s previous agency, Lowe Roche.

“Our alliance with Doug & Serge can only solidify Miele’s pioneering efforts in how consumers are experiencing the current changes in the premium appliance retail landscape and where we can take it in the next five years,” added Jan Heck, president, Miele Canada.