The Electrolux Group is set to launch a worldwide PR review
following the promotion of head of corporate communications Tom Wells to
vice-president of communications.
Wells, a former Consolidated Communications director, assumes
responsibility for all external communications activity, leading a
soon-to-be-expanded team of three.
His remit covers all of the group's brands, and he has vowed that the
agency review will involve 'a long hard look at what works' in external
The company retains GCI Jane Howard for white goods in the UK and a host
of agencies across Europe, including Ketchum and Beau Fixe.
Working from the firm's head office in Stockholm, Wells reports to
Electrolux senior vice-president (communications) Lars-Goran
Having assumed his new remit this month as part of an internal
reorganisation, Wells aims to raise the profile of the parent brand:
'Although the products and brands are very well known, their
relationship to the Electrolux Group isn't.
Our mission is to make people aware of the spread of the group and
appreciate the corporate and product range.'
The review is to begin immediately, although no time limit has been
placed on its outcome. 'We will look at our agencies with a bit more
focus. In a lot of countries we don't use any agency at all and we will
be looking seriously at increasing brand PR in these countries.' he
Electrolux is now actively seeking a new head of corporate affairs, to
be based in the European office of the successful candidate's
The Group owns brands such as AEG, Flymo and Zanussi, employing 86,000
employees in 150 territories.
The group is the world's largest producer of household and garden
appliances, manufacturing around 55 million products a year.