Whirlpool appoints AxiCom to run Hotpoint and Indesit’s UK Press Office

The team will deliver strategic communications targeting lifestyle media and influencers.

Following a competitive pitch, AxiCom, WPP’s technology specialist communications agency, today announced it has been appointed by Whirlpool UK Appliances Ltd as its agency of record to support its press office activities for the Hotpoint and Indesit brands in the UK.

AxiCom will work with Sara Bazeley, Media & Communications Manager, and Brand Managers Charmaine Warner and Kimberley Garner, to deliver an always-on, lifestyle communications plan in line with the trajectory of Hotpoint and Indesit’s growing brand equity. Led by Maria Arbalova, AxiCom will deliver a press office communications programme that positions both brands as partners that enable consumers to focus on their families and that feeling of home love.

Sara Bazeley said: “We were looking for an agency that could help us drive consumer passion for our products and brands via creative campaigns and media engagement. Throughout the process, the AxiCom team clearly showed that they not only understood our technology, but they also know how to best engage with consumers who want to live their best lives.”

Rosie Bannister, managing director of AxiCom UK said: “Hotpoint and Indesit are staples in any home, and to be appointed as their UK press office agency is a huge honour. The combination of our creativity and skills at translating tech into stories that will resonate with consumers, was a winning formula for Whirlpool UK’s purposeful technology brief.”