Aegis and Initiative retain £20m European Indesit media business

Indesit, the household appliance manufacturer that owns the Hotpoint and Ariston brands, has kept its European media business with existing agencies Carat, Vizeum and Initiative.

Indesit: retains Aegis and Initiative for European media business
Indesit: retains Aegis and Initiative for European media business

Carat and Vizeum have retained their markets in the UK, Italy, France and Turkey. Initiative has retained the business covering the states that make up the former USSR.

The pitch for Indesit's Western and Central European media planning and buying account, estimated to be worth £20m in billings, was launched in October last year. Mediavest, MEC and PHD pitched for the business.

The review encompassed five markets comprising the UK, Italy (where the company is headquartered), France, Turkey and Russia.

Media billings have historically been small in the UK, with spend focused on press ads.

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

It claims to target an audience of "young and dynamic people who want to live life to the full".

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