Lowe tipped to win £50m Electrolux global account

Lowe & Partners Worldwide is tipped to win the £50m global business for the Electrolux brand after a four-way pitch against Grey Worldwide, Rainey Kelly Campbell Roalfe/Y&R and J Walter Thompson.

Lowe & Partners Worldwide is tipped to win the &£50m global business for the Electrolux brand after a four-way pitch against Grey Worldwide, Rainey Kelly Campbell Roalfe/Y&R and J Walter Thompson.

Lowe is understood to be the only agency to have been asked to attend a meeting at Electrolux’s Stockholm headquarters this week.

The review is part of a company reorganisation and a review of brand strategy. Electrolux is keen to raise its brand profile and the agencies’ brief was to pitch it as a global white-goods brand.

The review may also lead to the company rebranding a number of local product lines, including Zanussi in the UK, under the Electrolux brand. As part of this strategy, it is rebranding outdoor equipment brand Flymo to include the line “by Electrolux” early next year. It has already rebranded the US brand Frigidaire in this way. Other brands owned by Electrolux include AEG and Eureka.

Incumbent Bartle Bogle Hegarty had held the Electrolux brand account in the UK since 1993. It did not pitch to keep the business, but it will retain the pan-European account for premium white-goods brand AEG, which it won earlier this year.

Electrolux has been disposing of its non-core businesses since the appointment of new chief executive Hans Starberg in April. It sold Zanussi Metallurgica, a component manufacturer, in June and is understood to be looking at the future of other areas of its business.