Whirlpool Corporation : advertising & marketing assignments

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Selected Whirlpool advertising

Whirlpool is the world's biggest manufacturer of household appliances, with operations around the globe offering a huge range of washing and drying machines, refrigerators, cookers, food mixers and other devices. The flagship Whirlpool range is supported by a broad portfolio of other national and international brands including American classics Maytag, KitchenAid, Jenn-Air and Amana, as well as Bauknecht of Germany, and Brastemp and Consul in Brazil. It acquired a 60% stake in Indesit of Italy in 2013, and acquired the remaining shares the following year, adding the Indesit, Ariston and Hotpoint brands (the latter in EMEA only) to its portfolio. The group also has a majority stake in China's Hefei Sanyo. The group is the clear market leader in North and Latin America, but ranks behind local rivals such as BSH and Electrolux in Europe. The latter's proposed acquisition of GE Appliances - which would have pushed Whirlpool into the #2 spot - was blocked by regulators at the end of 2015. The company was originally founded in 1911 as Upton Machine Co, with financial support from catalogue retailer Sears Roebuck. As demand grew, Upton merged with another company to become the Nineteen Hundred Corporation. In 1938, it invented the first washer with motorised agitation. This developed into a fully automatic washer in 1948, named the Whirlpool. The company adopted Whirlpool as its corporate name two years later. Revenues have been more or less flat for the past three years at around $21bn. The figure for 2017 was a company record of $21.3bn, of which a little over half was generated in North America. The group sold 71.7m units. However it has been struggling with rising costs, especially as a result of tariffs on steel. Jeff Fettig is chairman but passed over the role of CEO in 2018 to Marc Bitzer, previously president & COO. Subscribers may access account assignments and contact information. See also Consumer Appliances index. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 21st September 2018

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Who are the competitors of Whirlpool? See Consumer Appliances index for other companies

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Adbrands Account Assignments track account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.

Recent stories from Adbrands Weekly Update:

Adbrands Social Media 21st Jun 2018: Cannes Lions Grand Prix for Creative Data was awarded to DigitasLBi for a socially responsible marketing programme for household appliance maker Whirlpool. In this case, it's the discovery that access to clean clothes at high school and college encourages attendance and therefore higher achievements among students. This year more than ever it seems it's the worthwhile campaigns that are cutting through the froth at Cannes. That should certainly make the industry proud of itself in these challenging times. 

Adbrands Weekly Update 25th Oct 2017: Another nail was driven into the coffin of one-time retail giant Sears with the announcement that it will no longer sell appliances from America's biggest such manufacturer Whirlpool. Cash-strapped Sears has been struggling to maintain its relationship with several manufacturers as a result of credit issues, but in this case the disagreement is apparently over pricing. The company told staff "Whirlpool has sought to use its dominant position in the marketplace to make demands that would have prohibited us from offering Whirlpool products to our members at a reasonable price." Whirlpool accounts for around $600m a year in sales for Sears; the company hopes to make up the difference from sales of other brands.

Adbrands Weekly Update 10th Dec 2015: GE abandoned a deal to sell its domestic appliances division to rival Electrolux following a similar legal challenge from the US Department of Justice. The deal would have been "bad for the millions of consumers who buy cooking appliances every year," said a Justice Dept spokesman. "Electrolux and General Electric could not overcome that reality at trial." Electrolux is obliged to pay GE a $175m breakup fee.

Adbrands Weekly Update 18th Sep 2014: Electrolux will overtake Whirlpool as the world's biggest home appliances specialist following its agreement to acquire General Electric's heritage business for $3.3bn. It is almost certain to retain the GE brand under license. Subject to regulatory approval, combined revenues for the enlarged company would top $22.5bn, compared to around $21bn for Whirlpool, which acquired a controlling stake in Italian rival Indesit over the summer. The key gain for Electrolux is a much stronger presence in the US where it has until now trailed its two homegrown rivals. However a combined GE/Electrolux would become the local leader in cookers and fridge/freezers, and a close #2 in dishwashers. Whirlpool retains a clear lead in washing machines. 

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