Electrolux calls pan-European agency pitch

LONDON - Electrolux Group, the world's largest producer of power appliances for kitchen, cleaning and outdoor use, is approaching agency networks about its multimillion-pound international business.

The billion-dollar Swedish company, whose appliances include refrigerators, washing machines and chainsaws, has approached a number of networks for their pan-European credentials.

Talks, which are being led from the company's Stockholm offices, are at an early stage.

It has yet to emerge which brands in the Electrolux Group's portfolio, which includes Zanussi and Flymo, will be up for review. Inside sources suggest the review could cover the entire Electrolux business, although this has not been confirmed.

In the UK, Bartle Bogle Hegarty won the Electrolux account in 1993 with a brief to reposition it as a quality brand. Two years ago it produced a pan-European campaign to launch the Liberation fridge, using a theme of bored supermarket workers to demonstrate the fridge's efficiency. BBH was also appointed to the pan-European ad account for the white goods brand AEG, another Electrolux brand, earlier this year.

The separate Electrolux floorcare business is run out of Grey in Europe.

The manufacturing giant, which sells more than 55 million products each year, has two product focuses: the outdoor category, which includes products such as lawn mowers, and the indoor category, which includes vacuum cleaners and cookers. Both categories are then sub-divided into professional and consumer divisions.

The Electrolux Group sells products in more than 150 countries worldwide.

No one at Electrolux was available to comment as Campaign went to press.

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