Lowe nets Electrolux task

The agency beats BBDO to land £25m pan-European advertising brief.

Lowe has won the £25 million pan-European advertising account for Electrolux, the Swedish household appliance producer, following a pitch against BBDO.

The agency will handle the advertising and digital accounts for the company's three consumer brands, Electrolux, AEG and Zanussi, which produce a range of washing machines, tumble dryers, dishwashers, ovens and vacuum cleaners.

BBH was the incumbent on the AEG and Zanussi accounts, but resigned the business in January. Lowe Brindfors in Sweden handled the Electrolux marque in Europe, as well as the global accounts for the company's floor-care and professional products.

The Electrolux account will be led out of Lowe Brindfors, and the AEG and Zanussi brands will be run out of Lowe's Czech network office in Prague. All of the digital advertising will be handled in Sweden.

Tony Wright, the chairman of Lowe Worldwide, said: "There is no greater sign of a client's trust and appreciation than when they give you more of their business, and this is a testament to the work that Lowe has developed for Electrolux over the past years."

Enderson Guimaraes, the senior vice-president of product and brand at Electrolux, said: "Lowe has a proven track record of creative excellence and has shown a solid understanding and commitment to Electrolux business priorities and ambitions through its work for the master-brand."