Maytag Prepares $120m Media Buying Review

15 March 2002

Appliance group Maytag – owner of the Hoover brand, among others – is said to be planning a review of its media buying duties, worth $120 million (£84m; €136m) in billings.

The account currently resides with Starcom in Chicago and its creative sibling Leo Burnett. Media planning is handled by Maytag’s creative shops, which vary by brand (Hoover is handled by FCB, also in Chicago).

Word is that that the review might have been prompted by the arrival of new marketing staff at Maytag. It is not thought to be connected with the acquisition by Publicis of Bcom3 Group, owner of both Starcom and Leo Burnett.

Neither the review’s participants nor its timetable have been disclosed.

Data sourced from:; additional content by WARC staff