Duracell has selected Wunderman Thompson as its new global creative agency partner, concluding a four-month review process which included over 10 agencies.
Wunderman Thompson will be tasked with leading creative for Duracell in all regions except North America, where Wieden + Kennedy has served as creative agency of record since October 2016. W+K remains creative agency of record for the region. A source with direct knowledge of the matter told Adweek that W+K declined to participate in the review for the global account.
Duracell spends around $100 million on measured marketing globally, according to global research firm COMvergence. The majority of that spending appears to be in the U.S. Duracell spent just under $62 million on measured marketing domestically last year, down from nearly $75 million in 2017, according to Kantar Media.
“Wunderman Thompson delivered strategic, creative work grounded in technology executed with big platform vision. They provided a strong understanding of the global markets and the strategic clarity of how we can take our international brand into the future,” Duracell CMO Tatiana-Vivienne Jouanneau said in a statement “Wunderman Thompson was outstanding in their pitch, they were joyful, and we immediately felt the chemistry was right.”
“We are absolutely thrilled to be working with this iconic brand in a moment of transformation for Duracell as they enter the power industry,” added Wunderman Thompson global chairman Tamara Ingram. “The Duracell team work is innovative, modern and works in an agile way focused on outcomes. Together, we want to take the brand to a new level.”
Wunderman Thompson’s assignment begins immediately, and its first work for the brand is expected to roll out sometime later this year.
The appointment follows WPP folding Possible and Cole & Weber into Wunderman Thompson to create Wunderman Thompson Seattle last month. Last month also saw the agency, which formed a little over four months ago with the merging of J. Walter Thompson and Wunderman, hire Maree Prendergast as global chief talent officer.