Electrolux reviews below-the-line roster for all its brands
LONDON - Electrolux Major Appliances is reviewing its European agency roster which will see an increased emphasis on CRM, digital and experiential marketing.
The winning agencies will work alongside incumbent creative and media agencies, Lowe and Zenith Optimedia. The agency search is being handled by Agency Assessments and Oystercatchers, which are acting as pitch consultants.
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Over the last decade, Electrolux has focused on kitchen, cleaning and laundry appliances. In Europe, the key brands are Electrolux, AEG and Zanussi and the successful agencies will create work for these brands in more than 15 markets across Europe.
Lowe was hired in 2003 and a year later ZenithOptimedia was hired as its European media agency. Earlier this year, the Lowe's brief was extended to include AEG and Zanussi.
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