Electrolux's Major-Appliance Ad Account Shifts to DDB

Omnicom Agency Wrestles Duties Away From Lowe

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NEW YORK (AdAge.com) -- Electrolux is shifting creative and media duties for its North American major-appliances division from Interpublic Group of Cos.' Lowe, New York, to Omnicom Group's DDB, New York.
As it shifted its North American major-appliances ad duties to DDB, Electrolux said Lowe remained its global agency of record.
As it shifted its North American major-appliances ad duties to DDB, Electrolux said Lowe remained its global agency of record.

AOR statement
A statement from the marketer said Lowe Worldwide would continue as global agency of record. The work that's shifting includes Frigidaire and Electrolux Icon, its premium stainless-steel kitchen appliance line.

The change is effective June 1.

More changes ahead
In addition, Electrolux Home Care Products is planning to move duties for its vacuum-cleaner unit, which is also currently handled by Lowe. "Electrolux Home Care Products is evaluating new agency resources," said a spokesman. "A decision will be made soon."

The home-appliances marketer spent just over $2 million in measured media on its major appliances and vacuum cleaners, according to TNS Media Intelligence.