Maytag taps CLS as it streamlines all of its PR work

NEWTON, IA: Maytag is consolidating its appliance PR business by hiring Carmichael Lynch Spong (CLS) as agency of record for the Maytag appliances brand.

NEWTON, IA: Maytag is consolidating its appliance PR business by hiring Carmichael Lynch Spong (CLS) as agency of record for the Maytag appliances brand.

CLS had already been handling PR for Maytag's Amana and Jenn-Air brands.

Together, the three brands will translate into an annual PR income well into the seven-figure range for the Minneapolis-based agency.

MS&L had been handling the Maytag brand out of its Chicago office, but the appliance maker opted to have only one agency handle all its brands, said Jill Spiekerman, PR manager for Maytag appliances.

The Iowa-based company purchased Amana last year, and immediately placed that brand's PR out for bid. In late 2001, CLS won the business over numerous firms, including Weber Shandwick Worldwide, Hill & Knowlton, Fleishman-Hillard, and Barkley Evergreen. CLS had been working on Jenn-Air since 1999.

The 40-person agency will have 15-17 people working on the three accounts out of its Minneapolis, New York, and Denver locations, said Doug Spong, managing partner.

Maytag had been impressed with CLS' creativity and experience in the home and shelter business, Spiekerman said. It had been giving CLS some Maytag business on a trial basis since February.

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