Electrolux Moves Eureka to Doner

CHICAGO Electrolux Home Care Products has enlisted independent Doner to advertise the Eureka line of vacuum cleaners in the U.S., the company confirmed.

The assignment was made without a review, a company representative said. Eureka previously was handled by Interpublic Group’s Lowe, which retains global duties on Electrolux’s $75 million global creative account.

The shift to Doner was made based on the agency’s strength in developing brands across a number of platforms, from in-store to online, client rep Tony Evans said.

Electrolux spent $4 million on measured media for Eureka last year in the U.S., according to Nielsen Monitor-Plus. Eureka is headquartered in Bloomington, Ill.

A new campaign from the Southfield, Mich., agency is expected this spring.