Duracell Picks Acme Idea Company


NEW YORK -- The Acme Idea Company has been awarded North America creative duties for Duracell, the client said. The estimated $40 million business moved from BBDO New York, after a review of undisclosed agencies.

Sources said, however, that BBDO and other roster shops McCann-Erickson and Ogilvy & Mather, also presented ideas. The company said BBDO will continue to handle media duties with OMD and other support services for Duracell. BBDO continues to handle Duracell in Europe, Austalia and New Zealand. McCann (Europe, Asia Pacific and Latin America) and Ogilvy (Latin America) are also overseas roster shops.

The move out of BBDO was expected. In June, the client had been meeting with its roster and at least one non-roster agency about new creative on the brand, sources said [Adweek, June 10].

BBDO continues to handle the worldwide account for Gillette grooming, oral care and personal care brands.

In a statement, Duracell vp of global marketing Rick Anderson said, "As part of the relaunch of Duracell CopperTop, we wanted a new strategic communications direction for our advertising. The Duracell business is facing some very specific challenges. The solutions that Acme presented are what Duracell needs at this time."

Anderson said a new campaign will break later this year.

The Gillette Company is based in Boston, but Duracell operates out of Bethel, Conn. Duracell makes and markets high-performance alkaline batteries and sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries.