NEWTON, IA: Amana Appliances, bought last year by rival Maytag, is
taking on Carmichael Lynch Spong as PR agency of record for a claimed
seven-figure annual fee.
Carmichael Lynch won the business over Weber Shandwick Worldwide, Hill &
Knowlton, Fleishman-Hillard, and Barkley Evergreen.
Carmichael Lynch already is agency of record for Maytag's Jenn-Air line
of appliances, a major factor in its winning this new assignment.
The first major goal for the agency will be promoting Amana as part of
the Maytag family of brands at the International Builders Show this
February in Atlanta.
Maytag last year faced a difficult business climate as customers like
retailer Montgomery Ward and appliance chain Heilig-Meyers went
bankrupt. The Amana purchase has been seen as a sound business decision
in order to grab more market share.