Whirlpool conjures up appliance divas

Article Abstract:

Whirlpool plans to bring ads it has been running in Europe to the U.S. market in a $50 mil campaign in print and on TV. According to Appliance Manufacturer, Whirlpool had a 35% market share in 1999. GE's share was 28%; Maytag's, 21%.

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Progressive changes ad agencies, leaving E.T.'s fate uncertain

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Progressive, the nation's fifth-largest auto insurer, is expected to name a new ad agency for its estimated $70 million account. It has selected Doner to succeed Arnell Group Brand Consulting. Still, the ad agency has to decide whether to drop E.T., the extra-terrestrial, from Progressive's television campaign. The insurer has committed $20 million or more to use the alien character through 2002. Doner won the account review, beating out True North Communications' Foote Cone & Belding and Interpublic Group's Hill Holliday Connors Cosmopulos.

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Marketing fast and costly oven poses a tricky challenge for GE

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General Electric has budgeted $50 million for promoting its Advantium oven for the first year. BBDO developed the campaign which will appear in print, on television, and on the Internet. GE is also requiring retailers to set up in-store demonstrations of the product. So far, 1,300 stores have agreed.

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