Electrolux prepares to put £50m global ad task up for pitch

Electrolux is approaching international agency networks about its £50 million global business.

The Swedish company, which manufactures power appliances for kitchen, cleaning and outdoor use, is looking to consolidate its global advertising into one network.

The review is being handled by Agency Assessments. The consultancy has approached a number of agencies about the task, but it is not yet known which networks will be pitching for the global account.

News of the review follows structural changes and a reorganisation within Electrolux. The chief executive, Hans Straberg, will now head a taskforce geared to reviewing group strategy. Part of Straberg's remit includes brand management.

Bartle Bogle Hegarty won the Electrolux account in the UK in 1993, with a brief to reposition Electrolux as a quality brand. It produced a pan-European campaign to launch the Liberation fridge two years ago, which showed supermarket workers bored because the fridge's efficiency meant they had little to do.

BBH also won the pan-European account for another Electrolux brand, AEG, earlier this year. The separate Electrolux floorcare business is run out of Grey in Europe.

The changes within the Electrolux group include the promotion of two senior directors, Johan Bygge and Bengt Andersson, to senior executive vice-presidents.

Electrolux's portfolio includes refrigerators, washing machines and chainsaws.

The Electrolux Group's portfolio also includes brands such as Zanussi and Flymo.

The Swedish appliance giant has two product focuses: the indoor category, which includes cookers and vacuum cleaners, and outdoor, which includes lawn mowers.

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