Electrolux North America said Thursday that will “fully review” its marketing and advertising partnerships to “better align with changing consumer behaviors and position the company at the forefront of marketing innovation.”
The company has significantly pared back its ad spending in the U.S. according to data from Kantar Media. In 2014 U.S. spending totaled about $20.3 million, and that was mostly for Frigidaire (about $18 million). Last year the company spent just $6 million with $5 million allocated to Frigidaire, per Kantar.
The review will include brand advertising, digital, media, public relations, CRM and in-store marketing. Incumbents include DDB, Zenith and Weber Shandwick.
The review will include both the Electrolux and Frigidaire brands. The “customer experience” is a key focus of the review.
Electrolux has retained The Burnett Collective to manage the evaluation and search process.
In 2015 Electrolux had sales of $14.7 billion ($5.1 billion in North America) and 58,000 employees. The company’s products include refrigerators, ovens, cookers, hobs, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances.
This story has been updated with ad spending data from Kantar Media.