Electrolux Names VML as Its North American Agency of Record After 10 Years With DDB

Assignment also covers the Frigidaire brand

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A WPP team led by Kansas City-based VML has won Electrolux's agency of record review and will lead its marketing efforts across North America moving forward.

"The team at VML brings strong, committed leadership experience in addition to proven strategic and integrated marketing expertise that will help us deliver innovative, integrated marketing solutions," says the client's svp of marketing John Weinstock in a statement.

The review, which launched in June, concerned all elements of the main Electrolux and Frigidaire brands including advertising, media, digital, public relations, CRM and in-store marketing. The client's decision marks a break from DDB, which had been the client's North American agency of record since winning a 2006 review that also saw media duties for the brands go to Omnicom's Prometheus.

Electrolux shifted its media business to Publicis Groupe's Zenith Media in 2014, and IPG's Weber Shandwick had been its PR agency of record since 2004, but the VML group will handle all related work following the review. DDB has also worked with Electrolux outside the United States and will continue to do so.

"VML is excited for the opportunity to work hand-in-hand with the team at Electrolux to revolutionize the way a brand engages with consumers," says VML global chief executive Jon Cook. "In such a competitive category, it's critical we work together to bring true transformation to the way consumers engage with and experience the Electrolux and Frigidaire brands."

In addition to VML, the team that pitched Electrolux included staffers from WPP's activation agency Geometry Global, media shop MediaCom and PR firm Cohn & Wolfe.

According to the latest numbers from Kantar Media, Electrolux spent more than $6 million on paid media promoting these two brands in 2015 and approximately $2.7 million in the first six months of 2016.


@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
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