Electrolux stages £20m pan-Euro media review

Electrolux, the world's largest maker of household appliances, has put its £20 million pan-European media account up for pitch with a view to centralising the business into one agency network.

The Sweden-based company last reviewed its European media four years ago. Although this review also comprised the whole European media account, it was divided between ZenithOptimedia, OMD, Mediaedge:cia, Carat, Starcom Motive, MindShare and MediaCom.

ZenithOptimedia, through its direct marketing division, Zed, is the incumbent on the bulk of the UK account, with Starcom Motive handling the Electrolux floorcare division. Zed looks after the AEG, Flymo and Siemens brands, while Starcom Motive handles the Electrolux Oxygen vacuum cleaner and the Eureka Enviro Vac.

The review follows an Electrolux European and North American creative review held at the end of last year.

Grey Global Communications, J. Walter Thompson, Young & Rubicam and Lowe Worldwide all pitched for the account, which was eventually centralised into Lowe and is run from its London office.

Electrolux produces more than 55 million products each year, and splits its business into two divisions - the outdoor category, which includes products such as lawnmowers, and the indoor category.

Although Electrolux makes products under brand names including AEG, Zanussi, Flymo, Frigidaire, Eureka and Husqvarna, it is looking to reduce the number of brands it markets and attempt to build the Electrolux name into a global brand. Last October, its shares fell 10 per cent when the company revealed weaker than expected profits.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).