Zebra grabs Electrolux’s 5.5m brief

Electrolux has appointed Zebra Media to its 5.5m media planning and buying business, centralising what has been a series of fragmented accounts.

The win is the first since the joint-venture media planning buying agency Zebra launched in April.

Zebra is a joint venture between Leagas Shafron Davis and Zenith Media.

The win follows a pitch against Mediapolis and Motive. Mediapolis holds the buying for AEG, with Young & Rubicam handling planning for the brand. Zebra already handles the planning and buying for Electrolux-owned Zanussi.

Zebra will now manage buying across all Electrolux’s white goods brands in the UK, including Zanussi, AEG, Tricity Bendix and Parkinson Cowan. Motive will continue to buy for Electrolux’s Floorcare division.

Electrolux group marketing director Ian Symes says: “Centralisation of media buying will allow us to maximise its brand differential and buying leverage while minimising costs.”

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