INTERNATIONAL: Edelman prepares Merloni for monetary union

MILAN: Edelman has been hired by electrical appliances company Merloni Elettrodomestici, whose brands include Ariston and Indesit, to audit the company’s communications across Europe.

MILAN: Edelman has been hired by electrical appliances company

Merloni Elettrodomestici, whose brands include Ariston and Indesit, to

audit the company’s communications across Europe.



Edelman pitched against Burson-Marsteller and Hill and Knowlton for the

account. There was no incumbent.



Merloni has commissioned the audit with the aim of better co-ordinating

its product and corporate communications, and to prepare for European

monetary union. The company currently retains agencies in most European

countries and has in-house teams locally, as well as a six-strong

central communications team at its Italian headquarters.



Merloni’s main European markets are the UK, France, Russia and

Italy.



It has 11 European plants, in Italy, Turkey, Portugal and France. The

company is planning to build new plants in Poland and Russia.



The agency will report to Merloni’s head of communications Andrea

Prandi, who joined four months ago from Edelman’s Italian operation,

where he was head of the corporate division.



’With the euro we need to change the strategy, management and

communications of the company. We need better co-ordination and

synergies,’ said Prandi.



Merloni manufactures large appliances like cookers and washing machines

and has three brands: Indesit, which is aimed at the lower end of the

market, Ariston, aimed at the medium to high end, and Sholtes, its

luxury brand.



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