Home appliance manufacturer Electrolux has added MDC Partners’ Anomaly to its agency roster after a competitive pitch.
Anomaly’s remit includes brand and marketing strategy, digital transformation and developing consumer experiences. It spans Small Domestic Appliances and Home Care globally, as well as leadership of all activity for Electrolux’s Major Domestic Appliances across the Europe Middle East & Africa region.
The account will be led out of Anomaly’s London office but also draw upon talent from the wider agency network, especially Amsterdam, Berlin and Shanghai.
The move follows the client’s appointment of WPP’s VML as Lead North American marketing agency last October for the company’s Electrolux and Frigidaire brands. VML’s remit remains unchanged.
Earlier this year Electrolux appointed a new CMO, Lars Hygrell, who had this to say about the appointment of Anomaly: “We have an opportunity at Electrolux to really set ourselves apart from the competition and marketing will play a big role in this. Electrolux is on the journey to transform marketing across three main focus areas - brand desirability, digital consumer experiences and consumer ownership experience. To deliver on our ambitions we need the best team and partners in the industry to ensure we win in the market. In Anomaly we found a unique blend of talent and have seen incredible strength across the whole team. They challenged and questioned us at every step of the process and we look forward to building on this way of working as we move forward.”