Electrolux/Frigidaire Consolidates Its North American Marketing Account with VML

By Erik Oster 

Electrolux has named a WPP group led by VML as its lead marketing agency for North America, following a review launched in June, in which the brand partnered with The Burnett Collective “to help transform their entire marketing ecosystem and identify the right agency model and partners to deliver a future-facing, holistic, consumer experience.”

The assignment encompasses all North American marketing and communications duties for both the Electrolux and Frigidaire brands, including brand advertising, digital, media, PR, CRM and in-store marketing. As lead agency, VML will bring together a WPP team including brand activation shop Geometry, MediaCom and PR firm Cohn and Wolfe.

According to Kantar Media, Electrolux spent $6.1 million on paid media for these two brands in 2015 and $2.7 million in the first six months of 2016.

“The team at VML brings strong, committed leadership experience in addition to proven strategic and integrated marketing expertise that will help us deliver innovative, integrated marketing solutions,” Electrolux senior vice president, marketing John Weinstock said in a statement.

DDB had handled creative on Electrolux’s North American major-appliances division for ten years after winning the account from incumbent Lowe in a 2006 review. The review did not include the global account, and DDB Europe, which won the global business in 2012, will continue to work with the brand overseas. Zenith Media had handled media duties for Electrolux since 2014, while Weber Shandwick had been the brand’s PR agency since 2004.

We hear that DDB initially defended the business but left the review soon after it launched.

“VML is excited for the opportunity to work hand-in-hand with the team at Electrolux to revolutionize the way a brand engages with consumers,” said VML global CEO Jon Cook. “In such a competitive category, it’s critical we work together to bring true transformation to the way consumers engage with and experience the Electrolux and Frigidaire brands.”