Move Spurred by Publicis, Bcom3 Merger

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NEW YORK ( -- Whirlpool Corp.'s KitchenAid, Benton Harbor, Mich., has selected Publicis Groupe's Saatchi & Saatchi, New York, to handle its advertising and integrated marketing.

Billings were not disclosed, but KitchenAid spent $30 million in measured media last year, according to Taylor Nelson Sofres' CMR.

Was once with N.W. Ayer
The account shift was spurred by the impending merger of Publicis and Bcom3 Group. KitchenAid was previously handled by Bcom3's N.W. Ayer & Partners, while Publicis' Publicis Worldwide handles the Whirlpool brand globally.

"It made it easier to move within the [Publicis] family," a KitchenAid spokesman said. "We have in place, and have had in place, a number of key individuals at Ayer whom we have a lot of confidence in. The bulk of that team will be moving to Saatchi."

The KitchenAid business was being handled on a transitional basis by Bcom3's Kaplan Thaler Group, which recently merged with Ayer. Saatchi will take over next month.

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