NEW YORK: Whirlpool is working with Citigate Sard Verbinnen in its quest to acquire Maytag and gain substantial control of the home appliances market.
Steve Duthie, media relations manager for Whirlpool, said that, to his knowledge, this is the first time the company has worked with Sard. The agency did not return a call seeking comment.
John Daggett, director of external communications for Maytag, said that the company was not working with any M&A PR firms, preferring to handle the duties in house.
Maytag was faced with the choice between Whirlpool and an investment group. The two have been locked in a bidding war for weeks. Whirlpool's offer stood at $21 per share as of Wednesday, representing a 50% premium over the investment group's bid of $14 per share.
Zeno Group is the primary agency representing the Whirlpool brand. The marketing agencies Fallon and Digitas work specifically on its Kitchenaid brand.
Carmichael Lynch Spong has handled Maytag's PR for the past three years. Both companies said it is too early to speculate on what implications an acquisition might have on their agencies.