Whirlpool EMEA (Europe, Middle East and Africa) has selected WPP as its strategic communications partner across 29 countries in the EMEA region. The partnership will begin in January 2021.

Three questions for Mark: WPP's strategy

WPP Group is creating a special international MDA team in Milan dedicated to Whirlpool, drawn from across the EMEA region, including staff from Wunderman Thompson, VMLY&R, m/Six, BCW (Burson Cohn & Wolfe), Geometry, Hogarth and AKQA. This integrated team will help Whirlpool strengthen its position as a global leader offering a broad portfolio of brands and products in the household appliance sector.

Whirlpool decides after nine months

Whirlpool's decision to consolidate its creative marketing, digital, ATL, BTL, shopper marketing and PR activities for all of its brands in the EMEA region – KitchenAid, Whirlpool, Hotpoint, Bauknecht, Indesit and Privileg – was taken after reviewing pitches from six global marketing groups. The selection process lasted nine months. Its goal was to find a partner that would effectively leverage its global network to create a synergy effect and deliver the best possible consumer experience with Whirlpool brands at every customer touchpoint.

Gilles Morel, President EMEA and Executive VP Whirlpool Corporation, said: "As Whirlpool continues to evolve toward consumer-centric marketing and communications, we were looking for a partner that would demonstrate a deep understanding of our business and a passion for our brands. We were impressed by WPP's pitch and commitment to creating a dedicated team for a long-term partnership. We are confident that our partner's creativity and determination will strengthen our brands through an integrated growth strategy."
Laurent Ezekiel, Chief Growth & Marketing Officer for WPP, said: "The challenge set by Whirlpool was this: to create a best-in-class integrated team that – through its creativity – would transform their business. As it happens, creative transformation is at the heart of WPP's operating model. Our strength also lies in the fact that at WPP we can always bring together the most talented people to help our client engage consumers. We are delighted to have the opportunity to build a relationship with Whirlpool – as a strategic partner with whom it will deliver its long-term growth vision in the EMEA region."

Concepts from the article

ATL — Above The Line / mass communication. Advertising activities carried out in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and brand awareness building.

Whirlpool's pitches: why was WPP chosen?

Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen then finds it easier to win online.

When it is used: When building awareness of a new brand, launching mass products and running image campaigns.

What omitting it risks: Without mass communication, a brand grows only among those already interested — new audience groups remain out of reach.

Summary

Whirlpool EMEA entrusted WPP with communications in 29 countries after a nine-month pitch in which six global groups took part. The win was secured by an offer involving the creation of a dedicated team in Milan made up of staff from, among others, Wunderman Thompson, VMLY&R, m/Six and BCW. The consolidation will cover all brands: KitchenAid, Whirlpool, Hotpoint, Bauknecht, Indesit and Privileg.

Whirlpool is betting on a single-partner model intended to ensure a synergy effect at every customer touchpoint. Gilles Morel emphasised understanding of the business, while Laurent Ezekiel spoke about creative transformation. The partnership starts in January 2021.