Electrolux Names VML as Lead Marketing Agency for North America

Electrolux N.A. has selected VML as its lead agency for its North American business. In this move, Electrolux partnered with The Burnett Collective to help transform their entire marketing ecosystem and identify the right agency model and partners to deliver a future-facing, holistic, consumer experience.

WPP’s VML will handle North America marketing and communication responsibilities for the Electrolux and Frigidaire brands, helping re-imagine all aspects of marketing efforts including brand advertising, digital experiences, media, public relations, CRM and in-store marketing.

“The team at VML brings strong, committed leadership experience in addition to proven strategic and integrated marketing expertise that will help us deliver innovative, integrated marketing solutions,” said John Weinstock, SVP Marketing at Electrolux. 

“From the beginning our teams had great chemistry, and we believe VML is the partner that can help us bring to life meaningful branded consumer experiences and transform the way our consumers interact with our brands,” said Jenn Leary, Sr. Director Brand & Consumer Experience at Electrolux. 

“VML is excited for the opportunity to work hand-in-hand with the team at Electrolux to revolutionise the way a brand engages with consumers,” said Jon Cook, VML global CEO. “In such a competitive category, it’s critical we work together to bring true transformation to the way consumers engage with and experience the Electrolux and Frigidaire brands.”

As lead agency, VML has brought together a WPP team including Geometry, the world’s largest brand activation company and MediaCom, one of the leading media agencies in the U.S.