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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.,
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