Electrolux stages £20m pan-European media review

LONDON - Electrolux, the world's largest maker of household appliances, has put its £20m pan-European media account up for pitch with a view to centralising the business into one agency network.

The Sweden-based company last reviewed its European media four years ago. Although this review also comprised the whole European media account, it was divided between ZenithOptimedia, OMD, Mediaedge:cia, Carat, Starcom Motive, MindShare and MediaCom.

ZenithOptimedia, through its direct marketing division, Zed, is the incumbent on the bulk of the UK account, with Starcom Motive handling the Electrolux floorcare division. Zed looks after the AEG, Flymo and Siemens brands, while Starcom Motive handles the Electrolux Oxygen vacuum cleaner and the Eureka Enviro Vac.

The review follows an Electrolux European and North American creative review held at the end of last year.

Grey Global Communications, J Walter Thompson, Young & Rubicam and Lowe Worldwide all pitched for the account, which was eventually centralised into Lowe and is run from its London office.

Electrolux produces more than 55m products each year, and splits its business into two divisions -- the outdoor category, which includes products such as lawnmowers, and the indoor category.

Although Electrolux makes products under brand names including AEG, Zanussi, Flymo, Frigidaire, Eureka and Husqvarna, it is looking to reduce the number of brands it markets and attempt to build the Electrolux name into a global brand. Last October, its shares fell 10% when the company revealed weaker than expected profits.

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