Whirlpool EMEA consolidates media and creative into WPP

Business also includes digital, shopper marketing and PR.

KitchenAid: a Whirlpool brand (credit: Getty)
KitchenAid: a Whirlpool brand (credit: Getty)

Whirlpool, the home appliances company, has consolidated its EMEA advertising and media requirements into WPP after a competitive pitch that took nine months.

The agency will begin working on the account from January, with teams leading on the business from Milan.

The brief covers creative, media, digital, shopper marketing and PR, which will pull talent from agencies including Wunderman Thompson, VMLY&R, M/SIX, Burson Cohn & Wolfe, Geometry, Hogarth and AKQA.

They will work across all Whirlpool's brands, which include KitchenAid, Whirlpool, Hotpoint, Bauknecht, Indesit and Privileg.

The account was previously split among several agencies.

Gilles Morel, president for EMEA and executive vice-president at Whirlpool Corporation, said: "As we continue to evolve Whirlpool's consumer-oriented marketing and communications approach in EMEA, we sought a strong partnership that is based on a deep understanding of our business and passion for our brands.

"We were impressed by WPP's commitment to develop the right team for a long-term partnership and are confident their creativity and determination will strengthen our brands through a fully-integrated strategy for growth."

Market Reports

Get unprecedented new-business intelligence with access to Campaign’s new Advertising Intelligence Market Reports.

Find out more

Enjoying Campaign’s content?

 Get unlimited access to Campaign’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content