Appliance Maker Leaves Saatchi

CHICAGO KitchenAid said it has shifted its creative account to the Minneapolis office of Publicis Groupe’s Fallon, along with media planning and print buying. Sibling Starlink in Chicago will now handle broadcast media buying duties.

Saatchi & Saatchi and MediaVest, New York units of Publicis, had previously handled creative and media.

The Benton Harbor, Mich.-based appliance manufacturer, a unit of Whirlpool, spent slightly more than $20 million on measured media in 2004, according to Nielsen Monitor-Plus.

The shift followed a review involving several shops including the incumbent [Adweek Online, Feb. 18]. Other contenders were not disclosed.

The brand has been with Saatchi since 2002. The agency inherited the brand from sister shop The Kaplan Thaler Group, which had landed the business when then-parent Bcom3 folded 20-year KitchenAid agency NW Ayer into the shop.

In a statement, KitchenAid director of brand marketing Thomas Wyatt said that the company was “impressed by [Fallon’s] luxury and durable goods experience, as well as their holistic approach to media connection planning.”