Energizer drops DDB in favour of TBWA for global strategy

Energizer Battery Company has appointed TBWA Worldwide as its global agency network for its Energizer and Eveready brands and dropped DDB as it attempts to form a coherent global strategy to take on rivals such as Duracell.

Energizer

Previously the brands were served by two agencies on a regional basis. In North America, the account was handled by TBWAChiatDay, while the brands were handled by DDB across the rest of the world.

TBWA Worldwide will handle all creative advertising activities for the Energizer Household Products brands, while tasking its regional network with ensuring the global strategy is adapted for local sensibilities. TBWA London will handle the European business.

Energizer Household Products global chief marketing officer Jeff Ziminski says: “The appointment of TBWA Worldwide as our global agency network represents the next logical step in the evolution of our global brand positioning.

“Through this appointment we are building a new, powerful agency team capable of reaching consumers in ground-breaking, creative ways to drive brand preference and purchase intent for the Energizer and Eveready brands globally.We sincerely appreciate the work that DDB has done on behalf of Energizer in the markets outside the US and thank them for all of their efforts.”

TBWAChiatDay Los Angeles will act as global lead creative and strategic agency. The Los Angeles-based company has worked with Energizer in the US since 1989 and was responsible for ’popularising’ the Energizer Bunny and creating the ’Keeps Going and Going and…’ tagline.

Energizer relaunched its portfolio in March this year with a new brand identity developed by Leahy.The UK battery market in the UK is valued at £320m and Energizer holds an estimated third.

The original Energizer Bunny was first conceived and designed by DDB Chicago in 1988 as a parody of TV ads for rival Duracell.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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