Whirlpool Corporation | Company Profile, Marketing Contacts, Media Spend, Brands
Whirpool is one of the world's largest appliance companies in the world, manufacturing both industrial and home appliances.
|Main Telephone||020 8649 5000|
|Main Fax||020 8649 5131|
Whirlpool Corporation ContactsContacts (5/13)
|Shahzad A.||Vice President, Marketing, Sales & Export||Surrey|
Sample of Associated Brands
|Piero P.||Senior Director, Brand & Digital Marketing - EMEA||Surrey|
|Sasha S.||Commercial Operations Manager||Surrey|
|Graeme W.||eCommerce Manager||Surrey|
|Michael L.||Digital Content Manager||Surrey|
|Whirlpool - Corp.||*|
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Digital, TV Opps: Whirlpool boosts online touchpoints as millennials become target audience
Subject: Digital, Online, Social, Video, Millennials.
Company: Whirlpool (Winmo).
Opportunity: Shortly after Whirlpool appointed Mr. Piero Pracchi as senior director of brand and digital marketing for EMEA, the washing machine company hired Ms Hanifa Dungarwalla as digital marketing manager for the UK and Ireland.
The company is boosting all digital touchpoints, including marketing and online/social media presence for Whirlpool, Hotpoint and Indesit brands, particularly as Millennials will make up 35% of home buyers in 2016 and spend 22% of their total budget on renovations.
Whirlpool and Indesit, together, make up the largest appliance manufacturer in Europe, overstepping BSH's (seller of Siemens Home Appliances brands) hold on the market in the region, but both have aggressive expansion plans in the continent, in terms of revenue growth and products.
Sellers should engage now that the brand has increased ad spend and will begin promoting millennial-targeted adverts that promote product customisation. News, arts & entertainment and hobbies & interests sellers should have an advantage, particularly in the spring and summer when there are more home purchases and renovation projects underway.
Experience: Ms Dungarwalla joined from DigitalBlanc, a digital marketing consultancy, where she worked for the last four years with clients including Lloyds TSB, Lavazza Espression and QueenBee. Prior to that, she spent two years as a digital and PR manager for Upbeat Drinks, devising digital and PR strategies.
Media Spend: Indesit has been active in the digital, CRM and social media space, while rapidly increasing its TV advertising in the last three years. They are also into sponsorship, National Mini Soccer Cup again this year.
Digital Breakdown: In the last 12 months, Whirlpool Corporate ran 91 standard ads with 863 destinations, 20% of which have run site direct versus programmatic. Top ad destinations include housetohome.co.uk, howstuffworks.com and abc15.com. In addition, the company ran 12 high impact ads and nine video ads.
Agency Roster: Last JWT London .
209 Purley Way, Croydon, Surrey, CR9 4RY, England, 020 8649 5000
Mr. Piero Pracchi
Senior Director of Brand and Digital Marketing, EMEA
Ms Hanifa Dungarwalla
Digital Marketing Manager, UK & EIRE