4 Shops Vie for P&G’s Duracell Account

Brand spent $50 million in media last year

Classically, Procter & Gamble is only looking at roster shops to find a new agency for its Duracell brand in the U.S.

Sources identified the agencies as Anomaly, mcgarrybowen, Saatchi & Saatchi and Grey. Saatchi handles Duracell's digital marketing in the U.S. and Grey is the brand's lead agency overseas.

U.S. media spending on Duracell totaled about $50 million in media last year, down from nearly $68 million in 2012, according to Kantar Media.

The search is in its late stages, with contenders preparing for final presentations in the next two weeks, according to sources. P&G hopes to select a shop shortly after the last pitch.

The agencies either declined to comment or referred calls to P&G, which confirmed the search and the timing of its selection but not the list.

The winner will succeed The Acme Idea Co., Duracell's lead agency domestically since 2002. Acme, which is based in Norwalk, Conn. near Duracell's headquarters of Bethel, Conn., has split with P&G and is not participating in the pitch.

P&G executives, in meetings with agencies in the review, described the split with Acme as amicable, saying simply that the brand needed an agency with greater scale. And as with its last big review—of Gillette's creative business—P&G wants to stay within its family of shops. Grey outstripped Saatchi and incumbent BBDO to win Gillette last spring.