MILAN: Edelman has been hired by electrical appliances company
Merloni Elettrodomestici, whose brands include Ariston and Indesit, to
audit the company’s communications across Europe.
Edelman pitched against Burson-Marsteller and Hill and Knowlton for the
account. There was no incumbent.
Merloni has commissioned the audit with the aim of better co-ordinating
its product and corporate communications, and to prepare for European
monetary union. The company currently retains agencies in most European
countries and has in-house teams locally, as well as a six-strong
central communications team at its Italian headquarters.
Merloni’s main European markets are the UK, France, Russia and
It has 11 European plants, in Italy, Turkey, Portugal and France. The
company is planning to build new plants in Poland and Russia.
The agency will report to Merloni’s head of communications Andrea
Prandi, who joined four months ago from Edelman’s Italian operation,
where he was head of the corporate division.
’With the euro we need to change the strategy, management and
communications of the company. We need better co-ordination and
synergies,’ said Prandi.
Merloni manufactures large appliances like cookers and washing machines
and has three brands: Indesit, which is aimed at the lower end of the
market, Ariston, aimed at the medium to high end, and Sholtes, its