Bartle Bogle Hegarty London has scooped the E10m (&£6.8m) pan-European advertising account for Zanussi-Electrolux just days after winning the &£60m British Airways business. It won the account, previously handled by Lowe, without a pitch.
BBH will take over the advertising for Zanussi in the UK, Spain, Greece, Russia and the Ukraine. The first ad is due to be launched early next year.
BBH previously held the Electrolux account, which Lowe then won following a four-way pitch against Grey Worldwide, Rainey Kelly Campbell Roalfe/Y&R and JWT. BBH did not repitch for the business but retained the pan-European account for premium white-goods brand AEG. The pitch was part of a company reorganisation and a review of brand strategy.
Electrolux has been keen to raise its brand profile by introducing dual branding that includes “By Electrolux”. Over the long term, this may lead to a phasing out of a number of lesser-known brands.
Last month, Electrolux restructured its marketing team ahead of a demerger of its outdoor products division next year. Andy Mackay, the former brand and marketing director for outdoor and home products, has been moved to the same role for major appliances in the UK. Flymo marketing manager Rachel Thomson has been appointed as head of the marketing services for the outdoor arm.