Energizer hunts agency for batteries business

Battery-maker Energizer has called a creative pitch, a week after announcing it is to buy Wilkinson Sword shaving blades from Pfizer.

The $930m (&£570m) acquisition is not likely to be completed until April this year.

It is believed the pitch involves only the batteries and torch business. Energizer UK marketing manager Paul Harvey refused to comment.

Energizer does not have an incumbent agency and has not spent any money recently on advertising and marketing its battery brands. In the UK, it has used Mustoe Merriman Herring Levy in the past, and Euro RSCG Wnek Gosper for its pan-European account. The media planning and buying was handled by Initiative Media.

Known for its pink bunny icon, the battery-maker was spun off in 2000 by petfood-maker Ralston Purina (now Nestlé Purina PetCare). The company’s products include Energizer and Eveready brands.

Meanwhile, no details are available about how the purchase of Wilkinson Sword will affect either marketing departments. Harvey says: “The deal has yet to go through.”

The acquisition of Wilkinson Sword will make Energizer a direct competitor to Gillette, which owns razor blades and Duracell batteries.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here