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|
Electrolux Home Products North America ContactsContacts (5/13)
|Keith M.||President & Chief Executive Officer||NC|
Sample of Associated Brands
|John W.||Senior Vice President, Marketing - North America||NC|
|Eloise H.||Head, Communications & Public Relations - North America||NC|
|Ramesh S.||Senior Director, Global Consumer Care - Global Marketing||NC|
|Amie G.||Senior Director, North America Customer Integration & Canada Marketing||NC|
|Electrolux Home Products North America||*******|
|****||***** ********||media buying & planning||unknown||present|
|********** **** ******** ***** *******||***, ***.||Creative||2016||present|
|**********||********||Media Buying, Media Planning||2016||present|
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Rumor: Electrolux planning big Q1 push?
Subject: TV, newspaper, magazine, print social media, digital, video, outdoor, radio
Company: trying to acquire) have 90% of the US market for ovens and stoves.
Opportunity: We’ve received word that Electrolux’s new campaign slated for Q4 has been postponed until February. Maybe they’re waiting to see if the GE Appliance deal goes through? Therefore, shift your attention to other heavy Q4 spenders, if you were banking on fourth quarter revenue from the appliance maker. However, still keep Electrolux on your radar and start approaching in September to secure larger Q1 investments. Targeting female household decision makers should continue to be the the consumer segment’s primarily objective. Therefore, pitch platforms that will resonate with younger women, especially those purchasing their first home. Media planning and buying is at Publicis’s Zenith.
Media Spend: The appliance maker spent $27.1 million on measured media last year, down 24% from $35.7 million in 2013. Broadcast makes up the majority of budget, even though it fell to $15.9 million last year from $26.3 million in 2013. Print came in second at $4.5 million last year, followed by digital (even split with display and search) at $2.9 million. Q4 historically has been Electrolux’s top buying period, followed by Q2.
TV Breakdown: Kelly Ripa push in 2013.
Digital Breakdown: Since January, 64 display ads have run on 100 publishers (2% mobile), 94% of which were placed site direct instead of programmatically, Moat reports. Desktop ads are mostly running on portal sites like about.com, but lifestyle publishers, sites like houzz.com and hgtv.com, are reporting substantial activity, as well. Mobile display, concentrating on local paper publishers, hasn’t run since January.
Since February, one video ad has run on fox23.com throughout June and July.
Last year, Electrolux’s display activity was highest during the holiday period (Oct. 1-Jan. 31), with a four week spike that began in the middle of November. From Oct. 1-Jan. 31, 76 display ads ran on 1,030 publishers (3% mobile), 53% of which were placed site direct instead of programmatically. Most of the desktop ads ran on lifestyle and shopping sites, led by houzz.com, goodhousekeeping.com and fixya.com. Mobile skewed more to technology and local paper publishers.
Electrolux Home Products North America
10200 David Taylor Drive
Charlotte, NC 28262
Senior Vice President, Marketing
Director, Brand & Consumer Marketing