GE Appliances has selected Interpublic’s FCB as its new creative AOR following a formal review that began last November. The incumbent agency was Omnicom’s BBDO.
The IPG-owned agency's Chicago office will handle creative direction, including advertising, digital, social and shopper marketing, as well as building awareness around the company's individual brands, including Monogram, GE Café, GE, GE Profile, Haier and Hotpoint.
GE Appliances spent $16.41 million on advertising in 2017 and $8.33 million in 2016, reports Kantar.
General Electric sold its GE Appliance division to Chinese manufacturing giant Haier in 2016.