The account was previously carved up between six media agencies -- Carat, Mediaedge:cia, OMD, Starcom Motive, MindShare and MediaCom. ZenithOptimedia held the direct marketing account through its below-the-line offering Zed Media.
Sweden-based Electrolux company last reviewed its European media four years ago.
Zed was the incumbent on the bulk of the UK account, with Starcom Motive handling the Electrolux floorcare division.
Zed, which has worked with Electrolux since 1996, looked after the AEG, Flymo and Siemens brands, while Starcom Motive handled the Electrolux Oxygen vacuum cleaner and the Eureka Enviro Vac.
The review follows an Electrolux European and North American creative review held at the end of last year.
Grey Global Communications, J Walter Thompson, Young & Rubicam and Lowe Worldwide pitched for the account, which was eventually centralised into Lowe and is run from its London office.
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