Kenwood kicks off $31 million global advertising review

Steve’s breakdown: Remember when this brand felt like an American stereo brand? That’s before they merged with JVC. Now they’re all about kitchens and Europe and expanding into Asia and South America. But if you’re interested in expanding, here’s a good account to grow with.

YOKOHAMA, Japan: The company, which spends around £2 million on UK advertising, has approached a number of agencies to pitch for the business.

Kenwood, which currently uses agencies on a project basis, is expected to appoint a shop to work in its key markets of the UK, Germany and France, as well as de­veloping markets in Asia and the BRIC economies – Brazil, Russia, India and China.

Recent UK activity for Kenwood has promoted its food blenders, Chef and kMix, to capitalise on the current trend for home cooking.

This followed a 2009 campaign for Kenwood’s hand-held blender, created by the Idealogy Group, that was censured by the Advertising Standards Authority for implying that it was cordless.

Last year, Kenwood sponsored a ten-part cookery series, Glamour Puds, on the Discovery Channel. The programme starred Eric Lanlard, “cake-maker to the stars”, who travelled to Ireland, France and throughout the UK to demonstrate the “deliciously indulgent art of dessert- and cake-making”.

Kenwood declined to comment on the review.

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