NEW YORK—Whirlpool Corporation has expanded its relationship with Peppercom, naming it agency of record for its mass brands portfolio and corporate communications in the U.S. The decision was the result of an effort by the appliance manufacturer to strengthen its strategic communications and identify synergies, and followed a review of its agency relationships in 2008.
Whirlpool Corporation's product portfolio includes Whirlpool, KitchenAid, Maytag, Jenn-Air, Amana and Gladiator brands. Peppercom will now handle communications for corporate, Maytag and Amana brands, and continue to represent the Whirlpool and Gladiator brands, a relationship that began in 2006.
According to Monica Teague, senior manager PR mass brands for Whirlpool Corporation: “Based upon its comprehensive understanding of our business and an ability to create and execute strategic effective planning and communications, we believe Peppercom is the ideal partner to help us navigate today’s challenging business environment.”
Peppercom will increase staff at Whirlpool Corporation’s Benton Harbor, Mich., headquarters and will draw on most of its practice areas, including GreenPepper, Peppercommotions, PepperDigital and BrandSquared, to provide additional client support.