Electrolux is reviewing its European below-the-line agency roster with an increased emphasis on CRM, digital and experiential marketing. The new agencies will work alongside Lowe and ZenithOptimedia.
In Europe, the company’s key brands are Electrolux, AEG and Zanussi. The appointed agencies will handle the brands in at least 15 markets across Europe.
Electrolux appointed Lowe as its global advertising for the Electrolux brand in 2003, and in 2004 it appointed ZenithOptimedia as its European media agency.
Earlier this year, Electrolux extended Lowe’s remit to work across its AEG and Zanussi accounts. Intermediaries Oystercatchers and Agency Assessments are overseeing the review.