Whirlpool Consolidates Ad Creative With Publicis Worldwide

New York Office Gets Maytag, Amana, Jenn-Air and KitchenAid Brands

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NEW YORK (AdAge.com) -- Whirlpool consolidated all creative duties for Maytag, Amana, Jenn-Air and KitchenAid in North America with Publicis Groupe's Publicis, New York. The agency was already the agency of record for the Whirlpool brand in North America, and will become agency of record for the other appliance brands.
Publicis was named agency of record for Maytag, Amana, Jenn-Air and KitchenAid.
Publicis was named agency of record for Maytag, Amana, Jenn-Air and KitchenAid.

U.S. spending
The accounts moved without a formal review. Media planning-and-buying will be consolidated at Publicis sibling Optimedia. In 2005, the consolidated brands spent $43.8 million on U.S. media, according to TNS Media Intelligence.

"This is fantastic news," said Gill Duff, president-CEO, Publicis, New York. "Whirlpool is an absolutely terrific client, and we're really excited to start working on their expanded portfolio of great brands."

The Maytag, Amana and Jenn-Air brands had been at another Publicis shop, Leo Burnett USA, Chicago, while KitchenAid was housed at sibling Fallon, Minneapolis.

Strategic duties
The New York office will handle brand positioning, strategic planning and creative development and execution.

The consolidation comes two months after Whirlpool's acquisition of Maytag Corp. The Hoover brand was not included in the consolidation; Whirlpool recently announced plans to sell the brand.
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