WoW Studios, the new creative division of Whirpool Corporation


Whirlpool launched a new brand experience organization designed to transform the home appliance end-to-end consumer journey into immersive consumer experiences. Located in the heart of Chicago at the Reid Murdoch building, the World of Whirlpool Studios (or WoW Studios) is a multidisciplinary creative team that will work across Whirlpool Corp.’s North American brand portfolio, including Whirlpool, KitchenAid, Maytag, JennAir and Amana brands.

«This new division of the company will blend over 111 years of appliance knowledge with creative excellence to enhance the consumer experience (CX), while unlocking new value for consumers and improving the lives of millions at home – Whirlpool explains -. WoW Studios will evolve the standard client agency model by hiring traditional agency talent and arming them with deep business understanding; increasing the speed, scale and effectiveness in the total output of marketing campaigns across the full consumer experience».

From awareness to exploration to post-purchase interactions and beyond, WoW Studios will champion work that positively impacts the business with a skilled team of creative revolutionaries integrated across key disciplines that include CX Operations & Strategy, Creative & Experience Design, Integrated & Studio Production, Marketing Sciences and Digital Delivery.

«As consumer expectations evolve, we recognize that traditional marketing approaches are no longer enough. That is why we are focused on delivering an enhanced consumer experience across all of our brands and channels – said Joe Liotine, chief operating officer of Whirlpool Corp. -. Whirlpool has a long history of delivering innovative, consumer-focused campaigns that offer emerging tools and technologies to meet consumers where they are. Through WoW Studios, we are accelerating our ongoing commitment to making the consumer decision journey a top priority.»