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Duracell Picks a New Lead Agency in the U.S.

Anomaly succeeds The Acme Idea Co.

Decision also impacts Saatchi & Saatchi, which handled digital ads.

Anomaly has outstripped a trio of fellow Procter & Gamble roster shops to become Duracell's new lead creative agency in the U.S.

Sources previously identified the other finalists as the New York offices of Grey, Saatchi & Saatchi and mcgarrybowen.

The assignment includes both traditional and digital responsibilities. The brand's annual media spending hovers around $50 million.

In a statement, a P&G representative cited Anomaly's experience in building iconic brands (Budweiser is a big account) as well as its "strong storytelling capabilities, strategic approach for an always-on connected world" and "entrepreneurial culture."

As lead shop, Anomaly succeeds The Acme Idea Co. in Norwalk, Conn., which had worked on the brand since 2002. Acme did not participate in the pitch.

Saatchi also is impacted by the outcome, as the Publicis Groupe agency has handled the digital side of the assignment since 2012, creating work such as the popular online video featuring deaf NFL player Derrick Coleman. The tagline was, "Trust Your Power."

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