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Electrolux Home Products North America | Company Profile, Marketing Contacts, Media Spend, Brands




Electrolux Home Products North America is the North American marketing and distribution arm of AB Electrolux, a global producer of appliances and equipment for kitchen and cleaning. The U.S. corporate headquarters is located in Augusta, GA. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (980) 236-2000
Main Fax
Primary Address
10200 David Taylor Drive
Charlotte, NC 28262
USA

Electrolux Home Products North America Contacts

Contacts (5/23)
Name Title State
John W. Senior Vice President,Chief Marketing Officer- North America NC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (980) 236-2000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 10200 David Taylor Drive
Charlotte, NC
28262
USA

Alan S. President & Chief Executive Officer NC
Keith M. President & Chief Executive Officer NC
Eloise H. Head, Communications & Public Relations - North America NC
Steve F. Marketing Director - Kenmore & Sears NC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Frigidaire *******
Electrolux Home Products North America *******
Jonsered *******
Zanussi *
BEAM *****

Agency Relationships


Brand Agency Service From To
********** **** ******** ***** ******* ***, ***. Creative, Digital unknown present
********** ******** Media Buying, Media Planning 2016 present
********** **** & ***** Public Relations 2016 present
********** ***, ***. Creative, Digital unknown present

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WinmoEdge

Campaigns Imminent: Electrolux consolidates creative, media at WPP


Subject: TV, magazine, print, social media, digital, video, outdoor, radio

Company: Electrolux,  the world's second-largest household and professional appliance manufacturer after Whirlpool.

Opportunity: Hired Cohn & Wolfe  (PR)  to support media, brand activation and PR, so we could have a dedicated agency situation on our hands here. Yay..... We'll keep you posted as we learn more.

With new Electrolux and Frigidaire campaigns on the way, shelter and female homeowner-focused sellers should grab a washboard and play their best revenue pitch ditty. Focus on Q2 and Q4, traditionally the top advertising for these brands and the appliance industry. Electrolux and Frigidaire's ad budget has plummeted since 2013 due to a big decrease in TV spending but look for that to change next year. Consumer home improvement/upgrade trends are favorable and management already plans to increase ad investments in Frigidaire.  

Also, decision makers should be more receptive to digital pitches than in the past. Frigidaire is planning to take a "digital-first approach" and VML was selected for "their ability to take a digitally-oriented approach throughout the consumer lifecycle," John Weinstock, Electrolux North America's marketing SVP, told Ad Age

Additional Insight

Incumbents: Includes Omnicom's DDB (appliances creative AOR for several years), Publicis's Zenith (media AOR since 2014 - research 

Media Spend:  Electrolux spent $8.9 million on measured media last year, down 66% from $26.3 million in 2014, according to Kantar Media. Similarly, Frigidaire's ad budget fell to $5.8 million last year from $18.6 million in 2014. In both cases, broadcast spending declines are the main cause for the drop.

Meanwhile, display activity for both have been up compared to previous years. In fact, display comprised almost 20% of Frigidaire's 2015 ad budget, up from about 4% in previous years, Kantar reports.

TV Breakdown: During the last year, only $61,315 has gone to national Electrolux TV ads. Meanwhile,  Frigidaire has allocated almost $600,000 to national TV (see breakdown right), down from $7.3 million during the prior year period. 

Digital Breakdown: During the last year, Electrolux has spent more on desktop display ($1.1 million for 43.2 million impressions), while Frigidaire has centered revenue mostly on video ($822,000 for 44.8 million impressions), Pathmatics reports. 

Electrolux's top targeted sites include reviewed.com, food52.com, goodhousekeeping.com and refinery29.com. Frigidaire has run the bulk of its video ads with hulu.com, followed by jigzone.com, sparknotes.com, pastebin.com, xe.com. 

Electrolux
10200 David Taylor Dr.
Charlotte, NC 28262 
(980) 236-2000

John Weinstock
Senior Vice President, Marketing 
(980) 236-2000
john.weinstock@electrolux.com