Indesit hands £100m pan-European ad business to JWT

Indesit, the household appliances manufacturer that owns the Hotpoint and Ariston brands, has handed its £100 million pan-European advertising account to JWT. The business will be handled out of JWT Italy.

Indesit: pitch also involved DraftFCB, Republic and Leo Burnett
Indesit: pitch also involved DraftFCB, Republic and Leo Burnett

JWT won the account after a competitive pitch against DraftFCB Italy, Republic and Leo Burnett Italy, which was the incumbent. The agencies were tasked with developing creative concepts for Indesit's Luce ovens.

The account will cover key markets including the UK, Russia and Italy, where the company has its headquarters.

Indesit had worked with Leo Burnett Italy for ten years. Leo Burnett was responsible for producing the advertising campaign for the manufacturer's latest big launch, the Aqualtis range.

In the UK, it has also worked with Ogilvy & Mather. O&M created the brand's most recent UK ad campaign for its Moon washing machine. The ad was set in an imaginary future when robots are fully integrated into human society.

Indesit's pan-European ad review follows its media pitch at the end of last year. Three agencies – Carat, Initiative and Vizeum – were appointed to the estimated £20 million business. MediaVest, MEC and PHD also pitched.

The company produces a range of gas and electrical household appliances, and owns the white goods brands Stinol and Scholtes, and the Cannon cooker range.

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