Four Agencies Vie for Electrolux

NEW YORK — Four global networks are competing to handle creative duties on Electrolux’s consolidated ad account: Grey, Young & Rubicam, J. Walter Thompson and Lowe, the client confirmed. Billings are estimated at $75 million.

Strategic pitches are scheduled for mid-November, said sources. The finalists advanced after several rounds of meetings, which focused on credentials and chemistry. The agencies’ European offices are leading the efforts, since the client is based in Stockholm, Sweden.

Electrolux launched the review to unify and consolidate its ad efforts, which previously were divided among several shops on a regional basis. The company sells consumer and industrial appliances under more than a dozen brand names, including Eureka, Frigidaire and Electrolux.

The account is global and the work will run in both Europe and the United States. The review is being managed by London consultancy Agency Assessments International.