"AEG has a strong German heritage in manufacturing quality products. Our task is to help to focus AEG's communication across Europe with a single-minded campaign highlighting its distinctive features,
The first work is due to break in autumn, although media planning and buying for the account has yet to be confirmed. Zed Media handles the main Electrolux media account. The project spend has not been disclosed.
Electrolux's vice-president of brand and marketing, Manon Janssen, said: "Electrolux Home Products is very happy to work with BBH on one of its key brands, AEG. We have confidence that in our co-operation with BBH we will succeed."
BBH won the £12 million Electrolux pan-European account from Ogilvy & Mather in 1993 with a brief to reposition it as a quality brand. The Swedish-based company paid £33 million in September 2000 to buy back the Electrolux name and franchise in the US. It also owns the Zanussi and Tricity Bendix brands.