VML Named Lead North American Agency for Electrolux, Frigidaire


Electrolux has hired VML as its lead creative and digital agency in North America for its Electrolux and Frigidaire brands, following a competitive review.

In statement made available to PageOne Marketing desk, VML said it pulled together a team of sibling WPP shops to support the company across media, in-store and brand activation and PR.

The review, which was managed by The Burnett Collective, included brand advertising, digital, media, public relations, CRM and in-store marketing. Electrolux and The Burnett Collective initially looked at 14 different holding company models, which included 25 to 35 agencies. The finalists were WPP’s VML, Stagwell Group’s Code & Theory, MDC Partners’ KBS and and IPG team led by The Martin Agency and Weber Shandwick, the incumbent PR agency.

As lead agency, VML pulled together a WPP team to support the business, such as Geometry for brand activation and in-store, MediaCom for media planning and buying and Cohn & Wolfe for PR. However, Jenn Leary, senior director brand and consumer experience at Electrolux, said VML has the ability to pull from other WPP agencies as needed.

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