Whirlpool brings on Ketchum as AOR

BENTON HARBOR, MI: Whirlpool has selected Ketchum as PR AOR for its Whirlpool, Maytag, and Amana brands, as well as its Affresh and Whirlpool Water Filtration businesses. The company had worked with Peppercomm for the past seven years.

BENTON HARBOR, MI: Whirlpool has selected Ketchum as PR AOR for its Whirlpool, Maytag, and Amana brands, as well as its Affresh and Whirlpool Water Filtration businesses.

The company, which worked with Peppercomm for the last seven years, selected Ketchum following a competitive review, said Monica Teague Clark, senior manager of PR and brand experience at Whirlpool, in an emailed statement. She added that it was a “tough decision to change agencies.”

Clark said via email that Ketchum's Midwest region, headquartered in Chicago, will lead the account, but that it will be serviced by “experts across the Ketchum network.”

The Omnicom Group firm will handle consumer work for the brands, including media and blogger relations, social media, consumer events, and brand marketing. Ketchum will also partner with Whirlpool on corporate brand initiatives.

Additional account and budget information was not disclosed.

Bill Zucker, partner and director of Ketchum Midwest, said the agency is excited to begin working with Whirlpool and engaging consumer audiences that are familiar with its brands.  

Ketchum's Milan, Italy, office has partnered with Whirlpool on initiatives in Europe for 15 years.

In 2009, Whirlpool consolidated the majority of its brand PR work under Peppercomm. The firm, which was already working on the Whirlpool and Gladiator brands, was selected to also handle communications for Maytag and Amana.

Peppercomm said in a statement that it is “very proud of the successful partnership we have had with Whirlpool for the past seven years. We did fabulous award-winning work together and wish Whirlpool nothing but the best in their endeavors.”

Whirlpool Canada named Hill+Knowlton Strategies Canada its AOR for the country in May 2013. 

Carmichael Lynch Spong had previously served as AOR for Maytag and Amana since 2002. 

Whirlpool acquired Maytag seven years ago for about $2.6 billion. The corporation now markets various home appliance brands, such as Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Bauknecht, Brastemp, and Consul.

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