Whirlpool Expands Digitas' Responsibilities

Move Marks Consolidation of Interactive Duties

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NEW YORK (AdAge.com) -- Digitas, Chicago, has been named interactive and relationship-marketing agency of record for Whirlpool Corp.
The consolidation of accounts at Digitas is a step toward further 'brand building and consumer engagement.'
The consolidation of accounts at Digitas is a step toward further 'brand building and consumer engagement.'

The agency had previously handled only public relations and event-marketing duties for KitchenAid, a brand within Whirlpool.

'Engagement'
Digitas will handle interactive-campaign strategy, creative, interactive media planning, buying and direct-to-consumer marketing for Whirlpool's U.S. portfolio, which includes the Whirlpool, KitchenAid, Maytag, Jenn-Air and Amana home-appliance brands.

In a statement, Jeff Davidoff, Whirlpool's VP-marketing communication, North America, said the consolidation of its brands under one interactive agency is a step toward further "brand building and consumer engagement."

Earlier this year Whirlpool consolidated its creative accounts with Publicis Groupe's Publicis USA and media duties with Optimedia.

Digitas announced their third-quarter earnings today. Digitas boasted a fee revenue of $95.6 million, compared with $85.5 million for the third quarter of 2005, a 12% growth
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