Whirlpool Canada has chosen Cossette Media to handle its media planning and buying following an agency review.

The home appliance company’s portfolio of brands, which includes Whirlpool, Maytag, Jenn-Air, Amana and Inglis, was with MediaCom before the review. Jamie Edwards, CEO at MediaCom Canada says the agency declined to participate in the review.

Mike Rumble, VP and managing director at Cossette Media, tells MiC that work on the new account began on Aug. 6, with plans to hire three or four planning and digital staffers to work on the new business.

Rumble adds this account is exciting because it allows the Cossette team to work with Red Lion on creative, which is led by former Cossette CCO Matthew Litzinger.

He says Cossette was chosen to take on the account following four or five rounds in the pitching process, which came down to a shortlist of three. The client told the agency it picked the team based on its insight, strategy and culture.

“It means a lot that they picked us based on culture, because that is becoming a bigger and bigger deal for us,” says Rumble. “We are in such a business of pricing at parity with other agencies now and fighting over peanuts when it comes to media cost so it makes me proud to hear we are winning new business based on strategy and culture.”