MAYTAG CONSOLIDATES MEDIA ACCOUNT
By Adnews Staff
Maytag Corp. of Newton, IA has consolidated the U.S. media planning and buying for all its brands with Universal McCann of New York. The appliance manufacturer previously used Starcom and Initiative Media. Universal McCann was one of four agencies on the shortlist for the consolidated account. The others were Starcom, Zenith Media and Carat. Maytag's relationships with its creative agencies are not affected by the media consolidation. Advertising for Maytag and Jenn-Air brands will continue to be handled by Leo Burnett of Chicago, while advertising for Amana and Hoover brands will remain with Carmichael Lynch of Minneapolis and Ten United of Pittsburgh, respectively. Maytag Canada, based in Burlington, ON, currently uses Starcom for media planning and buying for its Maytag, Jenn-Air and Amana brands. Media for the Hoover brand is handled by FCB Toronto. Trent Roth, marketing director for Maytag Canada, said no decision regarding the company's Canadian media planning and buying assignment has been made.