Merloni centralises 6m media buying account at TMD Carat

Merloni, one of Europe’s largest white goods manufacturers whose brands include Indesit and Ariston, has centralised its 6m European media buying account at TMD Carat.

MediaVest loses the 3m media buying account in the UK. Simon Bennett, UK marketing manager for Merloni free standing appliances, says there are no plans to change the company’s creative agency DMB&B, which holds the Merloni account in Italy and the UK.

He says: “The idea is to use any kind of discounts and synergy across Europe and TMD Carat was best placed to do that.”

The company axed the post of marketing director in the UK in November last year when control of the department was passed to Marco Milani, Merloni’s UK managing director.

Merloni has produced some memorable campaigns such as the “on and on” Ariston campaign.

This month it announced pre-tax profits of 27.5m for the last year.

Merloni is the fifth largest player in the UK dishwasher market after Hotpoint, Zanussi, Bosch and Philips.

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