Publicis Dialog Wins Electrolux

Texans Get PR Assignment for U.S., Canada
DALLAS-Electrolux has hired Publicis Dialog here as the new public relations counsel for its home cleaning products following a review of other undisclosed contenders, according to the agency.
Electrolux, which is relocating its headquarters from Atlanta to Dallas, tapped Publicis Dialog (PD) for public relations support across the U. S. and Canada.
In a statement, Electrolux marketing director Steve Timmerman said the company was seeking national brand experience.
Annual account billings were undisclosed.
Publicis Dialog will handle corporate positioning and elevate the public’s awareness of the manufacturer’s 75th anniversary.
The agency’s first assignment is to help introduce the firm’s Guardian filtered vacuum system. A national promotion, launched last week, offers a free in-home cleaning of floor surfaces to 75,000 homes.
Electrolux, sold at 500 retail outlets and direct to homeowners in North America, was acquired last year by investment group Engles, Urso, Follmer from Sara Lee Corp. It reported $680 million in sales in 1997, per Hoover’s Online.
Publicis Dialog has offices in seven cities, including Seattle, San Francisco, Salt Lake City, New York, Indianapolis and Boise, Idaho. Only the Dallas branch, however, will work on the Electrolux account.
PD is the integrated communications division of the $1.2 billion Publicis network. It specializes in public relations, direct marketing, sales promotions, design and Internet marketing. ƒ