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BSH Home Appliances Corp. selected ELA Advertising as its strategic, creative agency-of-record for its Thermador brand cookware. Both companies are in Irvine.

Santa Ana-based DGWB Advertising & Communication had the account since 2010.

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In a statement BSH brand marketing director Zach Elkin lauded ELA’s experience with consumer products and its integrated marketing abilities.

“The team was 100% on the mark,” and showed “strategic thinking and a deep understanding of the luxury cooking appliance category,” Elkin said.

ELA Chief Executive Andre Filip pledged “a fresh new perspective” to reach customers who cook often at home. His agency’s first task is a strategic awareness campaign aimed at that target audience, according to the companies.