Ketchum targets Whirlpool women

Whirlpool Europe has hired Ketchum to its newly created pan-European PR account as part of a campaign to attract female consumers.

The appliance manufacturer plans to ‘underline its feminine values’ with a campaign called ‘Sensing the Difference’.

‘One of Whirlpool’s hallmarks is intuitive technology, and women drive the household appliance market,’ said Ketchum London CEO David Gallagher.

As well as women, Ketchum plans to target professionals such as chefs and interior designers.

The agency, which already handles PR for Whirlpool in Italy, won the account following a seven-way pitch.

August.One Communications’ hold on Whirlpool’s UK consumer PR account is unaffected.

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