Anomaly wins global Electrolux account

Anomaly, which is rapidly becoming the shining jewel in MDC Partners’ rather battered crown, has taken a major step forwards outside the US by winning Swedish home appliance giant Electrolux’s global account. Anomaly won a three-way competitive pitch run by The Burnett Collective.

The agency’s remit will span small domestic appliances and Home Care globally, as well as the lead role for Electrolux’s major domestic appliances across EMEA as the brand moves to a European-specific marketing model. The account will be led by Anomaly’s London office but also draw on network offices in Amsterdam, Berlin and Shanghai.

Electrolux’s newly-appointed CMO Lars Hygrell says: “We have an opportunity at Electrolux to really set ourselves apart from the competition and marketing will play a big role in this. Electrolux is on the journey to transform marketing across three main focus areas – brand desirability, digital consumer experiences and consumer ownership experience. To deliver on our ambitions we need the best team and partners in the industry to ensure we win in the market.

“In Anomaly we found a unique blend of talent and have seen incredible strength across the whole team. They challenged and questioned us at every step of the process and we look forward to building on this way of working as we move forward.”

Electrolux CEO Home Care & Small Domestic Appliances Ola Nilsson says: “We’ve been very impressed with how Anomaly has responded throughout the pitch process. They have really listened to the team and spent time getting to know what it means to be Electrolux; they truly understand us and have throughout the process been able to present a completely new and relevantly premium view on us. The standard of Anomaly’s thinking will have a massive impact on how we approach marketing and we look forward partnering with them and making a greater mark in the sector and beyond.”

Anomaly London CEO Camilla Harrisson says: “We’re incredibly excited to start working with Electrolux. From the outset what we loved about the brief was the prospect of working across such a breadth of business-critical challenges – looking at how we can apply our strategic and creative thinking across all consumer touch-points in multiple markets. This level of involvement allows us to make a real, fundamental impact on the business.”

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