Home appliance manufacturer Electrolux has appointed global agency Anomaly after a three-way competitive pitch run by The Burnett Collective. The client-agency partnership will commence immediately with Anomaly tasked with a breadth of responsibilities that will wrap around various business challenges, including evolving brand and marketing strategy, digital transformation and developing best-in-class consumer experiences.
The agency’s remit will span Small Domestic Appliances and Home Care globally, as well as leadership of all activity for Electrolux’s Major Domestic Appliances across EMEA, as the brand looks to move to a European-specific marketing model locally. As such, the account will be led out of Anomaly’s London office but also draw upon talent from the whole network, especially Amsterdam, Berlin and Shanghai.
Recently appointed CMO Lars Hygrell has been leading the transformation of the brand’s marketing agenda and the appointment of Anomaly is an important part of the long-term strategy for success as Electrolux looks to innovate and evolve the customer experience.
We have an opportunity at Electrolux to really set ourselves apart from the competition and marketing will play a big role in this. Electrolux is on the journey to transform marketing across three main focus areas – brand desirability, digital consumer experiences and consumer ownership experience. To deliver on our ambitions we need the best team and partners in the industry to ensure we win in the market. In Anomaly we found a unique blend of talent and have seen incredible strength across the whole team. They challenged and questioned us at every step of the process and we look forward to building on this way of working as we move forward.
Chief Marketing Officer Electrolux
We’ve been very impressed with how Anomaly has responded throughout the pitch process. They have really listened to the team and spent time getting to know what it means to be Electrolux; they truly understand us and have throughout the process been able to present a completely new and relevantly premium view on us. The standard of Anomaly’s thinking will have a massive impact on how we approach marketing and we look forward partnering with them and making a greater mark in the sector and beyond.
CEO Home Care & Small Domestic Appliances Electrolux
Camilla Harrisson, CEO Anomaly London:
We’re incredibly excited to start working with Electrolux. From the outset what we loved about the brief was the prospect of working across such a breadth of business-critical challenges – looking at how we can apply our strategic and creative thinking across all consumer touch-points in multiple markets. This level of involvement allows us to make a real, fundamental impact on the business.
Carl Johnson, Founding Partner and Global CEO Anomaly:
Our partnership with Electrolux comes at an exciting time for both them and Anomaly; we love ambitious clients looking for progressive partnerships and this aligns very well with the recent further strengthening of our global footprint. Just as importantly, they are great people to sit down and solve challenges with – every meeting left us more committed
Electrolux is a global leader in home appliances and appliances for professional use, based on deep consumer insight. The products include refrigerators, ovens, cookers, hobs, dishwashers, washing machines, vacuum cleaners, air conditioners and small domestic appliances. Under esteemed brands including Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine, the Group sells more than 60 million products to customers in more than 150 markets every year. In 2016 Electrolux had sales of SEK 121 billion and 55,000 employees.
Founded just over 10 years ago, Anomaly is difficult to define, but exciting to work at ‘new model’ agency. Driven by a passionate and entrepreneurial culture encompassing a diverse, elastic set of skills, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, Berlin and Shanghai. Clients include: Anheuser-Busch InBev, Beats, The Campbell Soup Company, Converse, Diageo, Google, Hershey’s, Lego, MINI, Nike, Sally Hansen and The Coca-Cola Company. Anomaly has been recognised for a very wide range of work and IP, covering both effectiveness and craft excellence including: Ad Age’s 2017 Agency of the Year, Cannes Lions, Effies, Fast Company’s Most Innovative, Jay Chiat, Digiday Awards and the Mashies — among the usual suspects. Anomaly has also been honoured with a few less conventional accolades as well, such as being named one of Time Magazine’s Best Inventions of 2016 for hmbldt, Toy of The Year for Mighty Jaxx, plus two Emmys for a television series, all of which the agency created and co -owns.