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.