Flymo’s brand is on solid ground

Your article, Electrolux takes on the outdoors (MW last week), is correct to highlight the importance we place on the new Automower as an icon product, and as a supporting pillar for our plans to strengthen the Electrolux brand.

This strategy of building the Electrolux name across all of our business sectors is one that we have put at the core of the group’s ambitions. However, this does not in any way come at the expense of the strong brands we have in place within the group. Flymo enjoys a market share of more than 50 per cent in the UK. We continue to invest heavily in the brand, as you will see with the new television campaign that breaks this week. All this hardly makes Flymo a candidate for phasing out!

Andy Mackay

UK brand and marketing director





Viewing figures not whole picture

Marketing Week

The reaction to news that global viewing figures for Formula One have been inflated (MW March 18) suggests that some in the sports marketing industry have taken their eye off the ball. The true value of a sports sponsorship package is measured by the number of people who respond positively to the sponsor’s brand, rather […]


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