Maytag Set to Launch $100 Million Media Review

Appliance manufacturer Maytag Corp. is in the early stages of a review for its $100 million media-buying account.

“It’s something we’ve talked about for years,” said David Miller, senior director of brand management for Maytag appliances. “The Amana acquisition forced us to re-evaluate every business process.”

Maytag acquired the Amana brands last year.

Consultant Jones Lundin Beals in Chicago will handle the competition, Miller said. A decision is expected before the upfront buying season opens in mid-May.

Though the review is currently limited to media buying, planning could be added as the process moves forward, Miller said.

Maytag’s incumbent Chicago agencies are Initiative Media North America, which handles media for Hoover, and Starcom U.S.A., which handles media for Maytag. Theyhave been invited to participate, Miller said. The recently announced acquisition of Starcom parent Bcom3 Group by Publicis Groupe did not play a role, Miller said.

“We are looking forward to seeing what efficiencies Starcom may gain through that,” he said.

Creative assignments are not affected by the review. Starcom sister company Leo Burnett handles creative for the Maytag and Jenn-Air brands. Foote, Cone & Belding in Chicago handles Hoover, while sister shop Carmichael Lynch, Minneapolis, won a review for the Amana brand in January. Both agencies are owned by the Interpublic Group, parent of Initiative.

The review comes as Maytag announced that its first-quarter sales would be up 20 percent over the same period last year.

Maytag spent $90 million on advertising for all of its brands last year, according to CMR; $50 million was spent on the Hoover brand.

Amana spent $12 million on advertising in 2000, its last year of recorded spending, according to CMR.