Energizer Mulls Consolidation | Adweek
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Energizer Mulls Consolidation

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Energizer Holdings, with brands currently split between TBWA\Chiat\Day and DDB, is considering consolidating its $45 million account, sources said.

It's the second time in two years Energizer has tinkered with its roster. Last year, lead shop TBWA\C\D in Playa del Rey, Calif., faced off against three other shops for the launch of the e2 tita nium battery. TBWA\ C\D's sister Omnicom shop, DDB Chicago, won that contest.

DDB came out with a campaign for the e2 battery, devoid of TBWA\ C\D's famous pink bunny that first appeared in 1989. Executives at Energizer, formerly Eveready Battery Co., are questioning the need for two agencies and two separate campaigns, and could be ready to consolidate, sources said.

A DDB rep denied any movement on the Energizer business. A TBWA\C\D rep declined comment.

Harriett Blickenstaff, a representative for Energizer in St. Louis, said she was unaware of any assignment shifts or product introductions. "Both agencies are working on their [respective] assignments," she said.

The e2 pitch began in September 1999 with four shops, including the incumbent, Leo Bur nett and Bates Worldwide. DDB's campaign, tagged, "Take power to the next level," featured a man diving from a canyon cliff, children on a merry-go-round and a semipro football player, to equate the battery's power with that of the human spirit.

Energizer is the No. 2 battery company behind Duracell (a 32 percent market share vs. 43 percent). The company's sales dropped 10 percent during the year ending December 31, 2000.