Electrolux North America announced today that it will conduct a marketing and agency review to better engage consumers and to help it become a major innovator in the appliance industry.
"As a company, Electrolux strives to be at the forefront of innovation and design," John Weinstock, senior vice president of marketing for Electrolux North America, said in a statement. "We intend for our full marketing approach to reflect our company's vision, products and commitment to serving our consumers."
The review includes brand advertising, digital, media, public relations, CRM and in-store marketing for both its Electrolux and Frigidaire brands. The company anticipates having an agency in place by the end of the year.
DDB has handled Electrolux's North American major-appliances division's creative duties for the past 10 years. Weber Shandwick has provided public relations support for Electrolux since 2004 and Zenith Media has handled the company's media strategy since 2014.
DDB and Weber Shandwick could not immediately be reached for comment. Zenith Media referred calls to Electrolux, which could not be reached for further comment.
Sales in 2015 for Electrolux reached $14.7 billion overall and $5.1 billion in North America. The group has 58,000 employees and sells more than 60 million products to customers in more than 150 markets each year.
Products include appliances for home and professional use such as refrigerators, ovens, cookers, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances.