Electrolux ploughs TV and outdoor spend into digital

Electrolux, the Swedish domestic electronics company, is reducing its television and outdoor spend by 30% next year, and is investing more in digital, customer relationship management and experiential activity.

The shift away from traditional media is being led by Alexander Darwazeh, senior brand director for Europe,the Middle East and Africa, who joined the company in June.

He says Electrolux currently spends 80% of its estimated £50m pan-European marketing budget on TV and posters. Its investment in TV will be reduced to less than 40%, while it will spend a maximum of 10% on outdoor advertising.

Darwazeh says: “We’ll be moving aggressively out of broadcast and billboards and into customer relationship management (CRM), the internet and experiential.”

He plans to continue investing heavily in press ads, because he believes it continues to effectively reach its target consumers.

He adds that it is likely to maintain the same level of marketing spend next year, but warns that this will depend on how the economic crisis unfolds.

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