Whirlpool’s KitchenAid Talks to Agencies

CHICAGO Executives from KitchenAid have met with agencies about the brand’s $20 million ad account, currently handled by Publicis Groupe’s Saatchi & Saatchi, the client has confirmed.

“As smart marketers, it’s a good idea to periodically think about where we need to be,” said Brian Maynard, director of integrated marketing for KitchenAid.

He would not specify how many agencies were involved or provide a time line. The New York-based incumbent is aware of the meetings, he said.

The brand, owned by Benton Harbor, Mich., company Whirlpool, has been with the New York shop since 2002. The agency inherited the brand from sister shop The Kaplan Thaler Group. Kaplan Thaler landed the client when then-parent Bcom3 folded KitchenAid’s 20-year incumbent NW Ayer into the shop.

The appliance manufacturer spent slightly more than $20 million on measured media in 2004, according to Nielsen Monitor-Plus.