Electrolux Group reviews outside PR arrangements

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.

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