Maytag Eyes Media Review

LOS ANGELES–Appliance manufacturer Maytag Corp. is preparing to review its estimated $100 million media buying business, sources said.

The Newton, Iowa-based company’s incumbent is Bcom3’s Starcom, Chicago, in partnership with sister shop and Maytag creative agency Leo Burnett, Chicago (creative and media planning remains with the creative agencies, sources said.)

Maytag’s other brands include Hoover (Interpublic Group of Cos.’ FCB, Chicago, is the creative agency) and Amana (media and creative handled by Interpublic’s Carmichael Lynch, Minneapolis), among others.

Sources said the search is unrelated to last week’s purchase of former Burnett and Bcom3 by Publicis Group. “The client’s marketing staff has turned over considerably in the last several years, and the account may be in play because they have so many new people,” said one source.

It is unclear which agencies will be invited to participate or what the timetable will be for the search. Maytag was unavailable for comment.