Electrolux starts £50m global advertising review

Electrolux, the Swedish home electrical appliance giant, is talking to international agency groups about consolidating its global advertising into one network.

The news coincides with a reorganisation within Electrolux. The chief executive, Hans Straberg, will head a new taskforce to review group strategy, including brand management.

The most recent figure available for Electrolux’s global ad spend is for 2000, when the group spent $76.8m (&£50m).

The review is being handled by Agency Assessments, which has approached a number of agencies about the assignment. Early reports suggested that the review was focusing on one brand and would be European only, but following the structural changes within the company the review is now global.

The changes within the group include the promotion of two senior directors, Bengt Andersson and Johan Bygge, to senior executive vice-presidents. According to a statement, they will now be working with the chief executive “to drive group strategy and key processes, including product development, purchasing, brands and talent management.”

Electrolux is the world’s largest producer of appliances for kitchen, cleaning and outdoor use, including refrigerators, washing machines, cookers, vacuum cleaners, lawn mowers and garden tractors. Products are sold under a range of brand names, including Electrolux, AEG, Zanussi, Frigidaire, Eureka and Husqvarna.

Bartle Bogle Hegarty handles the Electrolux brand account. Earlier this year, it won the pan-European account for AEG. Electrolux floorcare is handled by Grey in Europe. It is understood, however, that Lowe is one of the groups that has been contacted as part of the new review.

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