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Electrolux Shakes Up Agency Roster

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NEW YORK Electrolux is shifting U.S. creative and media duties on its major home appliances to the New York offices of Omnicom Group shops DDB and Prometheus, respectively.

Previously, the business was at Interpublic Group's Lowe in New York. The brands include Electrolux and Frigidaire, and the shift takes effect June 1, according to a representative at Electrolux Major Appliances North America in Augusta, Ga.

Major media spending on those appliance brands exceeded $7 million last year, according to Nielsen Monitor-Plus.

Lowe remains global lead agency on the Electrolux brand, handling ad duties outside the U.S.

Electrolux Major Appliances markets everything from refrigerators, stoves and microwave ovens to air conditioners, dishwashers, washing machines and dryers.

Separately, Electrolux is "reviewing its agency options" on its namesake vacuum cleaners in the U.S., another assignment at Lowe. DDB is not believed to be in line for that business.

In a statement, the client said it would be "shifting resources" and a new shop would be named "soon." Electrolux vacuum cleaner ad spending was nearly $5 million last year, per Nielsen.