“This review is part of a long-term goal to ensure we have the right partners and agency structure in place to achieve our aggressive growth goals and to better engage consumers with the Electrolux and Frigidaire brands,” said John Weinstock, senior vice president, Marketing, Electrolux North America.
The review, which will include both the Electrolux and Frigidaire brands, will evaluate the industry’s strongest practices, resources and agencies to determine a structure that will best deliver a remarkable 360° consumer experience.
“As a company, Electrolux strives to be at the forefront of innovation and design,” Weinstock said. “We intend for our full marketing approach to reflect our company’s vision, products, and commitment to serving our consumers. We also want to enhance the experience consumers have with their products and that starts by engaging them in a powerful and meaningful experience across all brand touch points.”
The review will include brand advertising, digital, media, public relations, CRM and in-store marketing.
Electrolux is a global leader in home appliances and appliances for professional use, based on deep consumer insight. We offer thoughtfully designed, innovative and sustainable solutions, developed in close collaboration with professional users. The products include refrigerators, ovens, cookers, hobs, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances. Under esteemed brands including Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine, the Group sells more than 60 million products to customers in more than 150 markets every year. In 2015 Electrolux had sales of $14.7 billion ($5.1 billion in North America) and 58,000 employees. For more information go to www.electroluxgroup.com.\