Appliance company Maytag – owner of Hoover, among other brands – has selected four shops to proceed to the next stage of its $100 million US media business review.

Making the cut were Starcom Worldwide, Zenith Media, Universal McCann and Carat. Among the drop-outs was Hoover incumbent Initiative Media North America, accompanied by Mediaedge:CIA, Media Planning and Horizon Media.

The victor will gain media duties for all Maytag’s brands – Maytag, Jenn-Air, Amana and Hoover. Creative arrangements are not affected. A final choice is expected by the end of this month.

Data sourced from:; additional content by WARC staff