Duracell has consolidated its multi-million pound media activity throughout Western Europe into The Network.
The decision is part of Duracell’s move towards centralised marketing, seen in the recent appointment of a supreme marketing role for Europe within the UK head office (MW April 17).
The account, worth $30m (19m) across Europe and about 4m in the UK, is the final stage of the company’s restructuring programme.
Duracell has previously used as many as ten media companies across Europe, including The Network’s major rivals for the account – Optimedia and CIA.
The Network’s sister agency Ogilvy & Mather already handles Duracell’s creative advertising in many European markets.
The Network will now handle the UK, Germany, Scandinavia, France, Italy, Spain, Austria, The Netherlands, Belgium and Portugal.
The company was selected following its previous media work with Duracell in the UK and Germany.
Duracell director of marketing for Europe Glyn Harper says the move completes the new structure.
“We are now getting on with our European strategy and there are no further planned changes,” he says.
Harper adds: “I have been im-pressed by The Network’s contribution on a local basis, but its manage- ment of the process across markets, I believe, is second to none.”