KitchenAid picks JeffreyGroup for Latin American marcomms

The Whirlpool division worked with the agency last year to launch the Magnetic Drive Blender in eight Latin American markets.

(Image via KitchenAid's Facebook page).
(Image via KitchenAid's Facebook page).

MIAMI: Appliance-maker KitchenAid has picked JeffreyGroup to manage its marketing and communications in Latin America, the firm said Monday.

The agency has worked with the Whirlpool division in the past, including supporting the launch of the Magnetic Drive Blender in eight markets in Latin America and the Caribbean last year with an influencer marketing campaign. KitchenAid has since expanded the firm’s responsibilities to include other products.

JeffreyGroup has developed a communications program for this year that describes how the brand plays a part in the lifestyle passions of Latin American consumers, including subjects such as cooking, baking, health, and wellness.

The agency works with clients targeting Latin America, including Airbnb, American Airlines, Facebook, and Johnson & Johnson. Its headquarters are in Miami, with offices in Mexico, Argentina, Brazil, and New York.

Last January, JeffreyGroup spun off its US Hispanic operations into a separate agency known as Pinta. Fifteen-year agency veteran and former COO Brian Burlingame replaced founding chief executive Jeffrey Sharlach last October, with Sharlach continuing as the firm’s chairman and managing partner of Intercom Americas.

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