Energizer Seeks Shop

Eveready Battery Co. is launching a global search for an agency to handle a key new Energizer brand product, according to sources.
The search will include four to six global shops, including Energizer roster agencies from around the world, sources said.
Bates Worldwide and TBWA/Chiat/Day, which handle Energizer creative chores in Europe and the U.S., respectively, have both been invited to pitch, sources said. Also involved are Leo Burnett and DDB, both Chicago, sources said. Agency officials declined comment.
“At this time there are no specific plans for product launches or changes in marketing partners,” said Energizer representative Keith Schopp. He added that as the company completes its spinoff from Ralston Purina, it will look to expand its marketing efforts.
Although TBWA/Chiat/Day’s legendary Energizer Bunny remains a company icon, plastered on the side of its St. Louis headquarters, the campaign hasn’t birthed healthy sales growth of late, as Eveready is losing ground to leader Duracell.
Vice president of marketing David Hatfield is heading the review. Hatfield reports to Randy Rose, who was named vice president of sales and marketing in June. Rose previously served as executive vice president, worldwide customer development at Ralston.
The size of the global new-product account could not be determined at press time. Eveready spent $61 million in the U.S. last year on its Energizer and Eveready brands, according to Competitive Media Reporting.