Electrolux in £25m pan-Euro creative pitch

Electrolux is talking to agencies about a review of its £25 million pan-European advertising business.

The household appliance producer is contacting agencies as part of a procurement-led process, and plans to hold pitch meetings in early 2008.

The review covers the Swedish company's range of washing machines, vacuum cleaners, tumble dryers, dishwashers and ovens.

As well as the Electrolux marque, the company owns the household appliance brands AEG, Zanussi and Frigidaire, and more specialist brands such as Molteni and Husqvarna. Ninety-three per cent of the company's sales come from its consumer brands, half of which carry the Electrolux name.

Bartle Bogle Hegarty currently handles the AEG and Zanussi brands for Electrolux. Lowe Sweden has the majority of the company's remaining pan-European business.

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