Electrolux awards global advertising to Anomaly

Home appliance maker Electrolux has appointed Anomaly to handle its global advertising as it seeks to produce more localised marketing across Europe.

Electrolux awards global advertising to Anomaly

The account will be led out of the London office with help from other network offices, particularly Amsterdam, Berlin and Shanghai.

Electrolux called a review earlier this year and Anomaly was appointed in a process run by The Burnett Collective. 

Anomaly will be responsible for small domestic applicances and home care globally, as well as major domestic appliances across EMEA as the brand looks to move to a more localised marketing model for the region.

Recently appointed chief marketing officer Lars Hygrell has been leading the transformation of the brand’s marketing agenda as Electrolux looks to innovate and evolve the customer experience.

The Swedish company owns the Zanussi, AEG and Frigidaire brands, as well as the Electrolux brand. 

In April, Electrolux announced that previous chief marketing officer MaryKay Kopf was leaving after six years. She was replaced by Hygrell, who is EMEA senior vice-president of marketing and brands for major appliances.

Hygrell said: "We have an opportunity at Electrolux to really set ourselves apart from the competition and marketing will play a big role in this.

"Electrolux is on the journey to transform marketing across three main focus areas – brand desirability, digital consumer experiences and consumer ownership experience."

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