INTERNATIONAL: Electrolux reviews pan-European strategy

STOCKHOLM: Household goods giant Electrolux is putting its entire pan-European PR efforts under the microscope in a bid to leverage the global brand.

The group is creating a strategic PR headquarters in Brussels to lead the overhaul, which could see a change in agency roster and in-house comms structure.

Electrolux Home Products director of comms Ulrich Gartner has been promoted to lead the review, taking on the newly created role of vice-president, PR Europe.

Media relations manager Jacob Broberg has been handed a global role, named V-P of media relations, based at the company's corporate headquarters in Stockholm.

The appointments form part of Electrolux's drive to strengthen the brand across the world, with a business aim of attaining 65 per cent of sales under the Electrolux brand in five to seven years - doubling the current market share.

Gartner, who heads a team of seven in Brussels, said they are in the early stages of the European review, but anticipate integrating comms across Electrolux's three divisions: white goods; floorcare (such as hoovers); and consumer outdoor (such as lawnmowers).

Currently, each division independently controls its own European PR agencies and in-house comms strategies.

Gartner said the European Home Products division - for which he will continue to lead comms - uses around 20 PR agencies across Europe alone.

'The idea is to integrate resources to form one pan-European network, in line with our overall strategy to build the Electrolux brand as a leading corporate and product brand,' said Gartner.

Electrolux local PR managers will now report into Gartner's Brussels team, but will retain their regional responsibilities.

It is understood the review could lead to agency changes, although Gartner said it was too early to comment on possible pitches.

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