Miele, the home-appliances brand, has picked Mr President as its UK digital agency after a competitive pitch.

Campaign first revealed the review, which was overseen by Creativebrief, in September. Miele did not have an incumbent digital shop in the UK.

McCann is Miele’s global advertising agency of record and oversees the business from its offices in Germany, where Miele is based. TMS12 handles media.

In the UK, Miele has worked with a number of above-the-line agencies in the past, including WCRS and Ethos Marketing.

In 2014, Miele hired Frank PR for its consumer PR and social media account to continue a year-long campaign to position the brand as innovative and promote the durability of its products.

Mr President confirmed the appointment.