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TBWA\C\D Wins $100 Mil. Energizer Shootout

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CHICAGO -- Energizer has tapped lead agency TBWA\Chiat\Day to handle the $100 million rebranding of its main brand following a creative shootout with DDB Chicago, sources said.

The move consolidates the St. Louis battery maker's business at TBWA\C\D in Playa del Rey, Calif., which had the Energizer business all to itself until last year when DDB was added to the roster to handle the $50 million e2 battery rollout.

DDB and TBWA\C\D pitched ideas for the upcoming relaunch of the Energizer brand to Energizer Max in what sources said was a winner-take-all competition. The company notified the shops yesterday that TBWA\C\D's Playa del Rey office will handle the rebranding and take over e2 work, sources said. Energizer has said it will devote a $100 million marketing budget to the relaunch.

DDB created the Energizer bunny in 1988, but shortly afterward the account shifted to what was then Chiat\Day, which created the bunny that interrupted seemingly serious commercials for fictitious brands.

Energizer considered consolidation since earlier this year [Adweek, Feb. 19]. Agency officials referred calls to the client, which declined comme