• by Steve McClellan  @mp_mcclellan, October 14, 2016

Home appliance maker Electrolux has selected WPP’s VML as its lead agency for its North American business.

The scope of work includes marketing and communication responsibilities for the Electrolux and Frigidaire brands, including brand advertising, digital experiences, media, public relations, CRM and in-store marketing.

As lead agency, VML will work with other WPP companies to service the account including  brand activation specialist Geometry and GroupM media agency MediaCom. Incumbents included Omnicom’s DDB and Publicis Groupe’s Zenith.

"The team at VML brings strong, committed leadership experience in addition to proven strategic and integrated marketing expertise that will help us deliver innovative, integrated marketing solutions," stated John Weinstock, SVP Marketing at Electrolux. 

Electrolux markets a range of appliances including refrigerators, ovens, ranges, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances. Brand names include Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine. Sales in North America last totaled $5.1 billion.

The Burnett Collective assisted Electrolux with its agency search.