Electrolux is understood to have retained Lowe to handle its £25m pan-European advertising business. It follows a pitch against Bartle Bogle Hegarty, which handled Electrolux’s Zanussi and AEG brands, and BBDO.
Lowe already handles the pan-European account for the core Electrolux brand and its global accounts for floorcare and professional products, but it will now also work on the Zanussi and AEG brands. The business will be led by Lowe Brindfors in Sweden, including its digital work, but Lowe’s Prague office will handle the new accounts.
The agency won the account in 2002 following a four-way pitch against Grey Worldwide, RKCR/Y&R and JWT (MW December 12, 2002). In 2005, Electrolux moved the Zanussi and AEG business into BBH without pitch (MW October 20, 2005). In May last year, marketing chief Andy Mackay left the company after 19 years following a restructure of its management team (MW May 17). It scrapped the brand and marketing director role but later appointed former Hoover Candy marketer Steve Holton as product and brand director (MW October 11).