- Steve McClellan, Adweek

Hoover has awarded its media planning and buying account to Cincinnati-based Empower MediaMarketing without a review, the vacuum cleaner marketer has confirmed.

Previously, Interpublic Group's The Martin Agency had handled both creative and media chores, although Hoover and agency parted in mid-2009.

Recent spending by Hoover has been erratic. In the first 11 months of 2009, spending totaled $18 million, way up from the $600,000 the company spent in 2008, which had been way down from the '07 total of $25 million, per Nielsen.

Martin won both creative and media duties in August 2008. The shop's "Clean freaks rejoice" campaign debuted last March. Several months later, per sources, Hoover indicated it was taking the account in-house.

Brian Kirkendall, vice president of marketing for Hoover parent TTI, said in a statement, "We chose Empower based on the team's extensive experience in the category and outstanding track record in the development and execution of national media strategies that get results."

Hoover now doles out creative chores on a project basis.  

Jim Price, president of Empower MediaMarketing, said, "As Hoover implements its 2010 strategy, we are focused on helping them reinvigorate their iconic brand by leveraging their history and staying relevant to their customers as they reclaim their position in the category."

Hoover was founded in 1907. TTI, based in Glenwillow, Ohio, bought the company from Whirlpool in 2007.