Zebra Media beats two shops to pounds 5.5m Electrolux account

Electrolux has awarded media buying for its pounds 5.5 million centralised white goods business to Zebra Media following a three-way pitch against Mediapolis and Motive.

Electrolux has awarded media buying for its pounds 5.5 million

centralised white goods business to Zebra Media following a three-way

pitch against Mediapolis and Motive.



The decision to appoint Zebra comes 20 months after Electrolux announced

it was looking to appoint one media agency in the UK after setting up a

centralised marketing department for its white goods brands. Zebra will

add AEG - previously handled by Mediapolis - Tricity Bendex and

Parkinson Cowan, to its existing Zanussi account. Motive will continue

to buy for Electrolux’s floorcare products.



Ian Symes, the group marketing director for Electrolux’s major

appliances who led the review, said: ’Zebra Media demonstrated how to

turn an increasingly fragmented media market into an advantage for all

our brands.’



Zebra’s managing director, Jeff Hyams, said: ’I believe Zebra’s unique

proposition will be of increasing relevance to clients as media

continues to evolve.’



Electrolux spent just under pounds 4 million in the past year on

advertising for its white goods brands (AC Nielsen MEAL 12 months to

June).



is a significant win for Zebra Media, a joint venture between Zenith

Media and Leagas Shafron Davis set up last December. It was created to

seek new business as well taking on Leagas Shafron’s media clients.



which delivers at least equal prominence to media planning as media

buying,



Their appointment demonstrates our commitment to dynamic media planning

and buying as well as great creative work in building our brands.



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