Starcom Motive set to handle Electrolux Floorcare's strategy

Electrolux Floorcare has appointed Starcom Motive International to

handle European media strategy for the division.

Floorcare, which incorporates Electrolux's vacuum cleaner range, will

retain local media agencies in different European territories, including

Zenith's through-the-line subsidiary, Zed, in the UK. However, Starcom,

Electrolux's UK agency until two years ago, will be tasked with

developing a central strategy and communications plan for the brand. The

agency will also draw up strategic guidelines for local planning and

buying shops.

Starcom will work alongside Grey Stockholm, which was recently appointed

as the pan-European creative agency for the Electrolux Floorcare


"Electrolux has a strong belief in the role media must play in helping

the brand establish a clear and differentiating position within a market

renowned for low consumer interest," Elextrolux Floorcare Europe's

marketing manager, Anthony Ford, said. "We're now working with a media

partner that has consistently delivered creative and effective thinking.

We're delighted that Starcom has joined the team."

Electrolux is the leader of the global floorcare market, with more than

20 per cent of sales worldwide. Its product innovations have included

the Electrolux Oxygen vacuum cleaner and the Eureka Enviro Vac. However,

it struggles to compete with the PR generated by its rival Dyson in the

UK. Its parent, the Electrolux Group, which owns AEG, Frigidaire and

Zanussi, was forced to issue a profit warning in October.

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