Electrolux Floorcare has appointed Starcom Motive International to
handle European media strategy for the division.
Floorcare, which incorporates Electrolux's vacuum cleaner range, will
retain local media agencies in different European territories, including
Zenith's through-the-line subsidiary, Zed, in the UK. However, Starcom,
Electrolux's UK agency until two years ago, will be tasked with
developing a central strategy and communications plan for the brand. The
agency will also draw up strategic guidelines for local planning and
buying shops.
Starcom will work alongside Grey Stockholm, which was recently appointed
as the pan-European creative agency for the Electrolux Floorcare
brand.
"Electrolux has a strong belief in the role media must play in helping
the brand establish a clear and differentiating position within a market
renowned for low consumer interest," Elextrolux Floorcare Europe's
marketing manager, Anthony Ford, said. "We're now working with a media
partner that has consistently delivered creative and effective thinking.
We're delighted that Starcom has joined the team."
Electrolux is the leader of the global floorcare market, with more than
20 per cent of sales worldwide. Its product innovations have included
the Electrolux Oxygen vacuum cleaner and the Eureka Enviro Vac. However,
it struggles to compete with the PR generated by its rival Dyson in the
UK. Its parent, the Electrolux Group, which owns AEG, Frigidaire and
Zanussi, was forced to issue a profit warning in October.
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