Energizer Expected to Decide

CHICAGO—Energizer Corp. could decide this week which of its two agencies will handle a major rebranding effort of its Energizer line to Energizer Max, sources said last week. The St. Louis-based client plans to spend $100 million this year on that effort and marketing behind its e2 battery. A company representative would only say that longtime lead agency TBWA\Chiat\Day, Playa del Rey, Calif., is handling the Energizer Max effort “for now.” The company has been testing ideas from TBWA\C\D and DDB, Chicago, which handled last year’s e2 launch, for several weeks. DDB picked up the $50 million e2 launch last year in a similar competition with TBWA\C\D. This time, said sources, Energizer may be looking to consolidate to one shop. The Energizer representative declined to comment on the shootout. DDB officials, who have said they are not involved with the Energizer Max brand, declined comment, as did executives at TBWA\C\D.

Layoffs Hit Campbell-Ewald

CHICAGO—Campbell-Ewald Advertising laid off 25 employees in its Warren, Mich., and Los Angeles offices last week, said CEO Tony Hopp. “It’s no huge single thing that happened,” Hopp said, citing “deterioration and deferrals” in spending for the cuts. The layoffs represent about 2 percent of the agency’s staff.

DDB Seattle Wins Car Toys TV Media

LOS ANGELES—DDB’s Seattle office been awarded Car Toys’ $7 million-plus TV media account following a formal review that included finalist Sedgwick Rd. (formerly McCann-Erickson Seattle). The move comes as the Seattle retailer of mobile electronics and wireless phones looks to continue expanding beyond the Pacific Northwest. Publicis in Seattle handled the account for roughly a year but resigned it in March for “strategic reasons,” said agency co-president Randy Browning. Radio media remains in-house. The client is currently reviewing its TV creative account. The budget and a list of agencies were unavailable.

Lincoln Mercury Hispanic Account to Bravo

LOS ANGELES—Lincoln Mercury has consolidated its Hispanic ad account at The Bravo Group in New York. Work will be centered on New York, Miami and Los Angeles. The Irvine, Calif.-based car company also considered its other regional Hispanic shops: Cruz/Kravetz: Ideas, Los Angeles; UniWorld Group, New York; and Zubi Advertising, Coral Gables, Fla. Billings were undisclosed.

Riester-Robb Breaks Conservation Campaign

LOS ANGELES—Riester-Robb has launched a three-year, $10 million campaign for the California Department of Conservation, Division of Recycling. The multilingual campaign, which includes TV, radio, print, outdoor and online efforts, follows a report by the state that 40 percent of beverage containers are not being recycled. One ad from the Santa Monica, Calif., agency shows a discarded plastic water bottle that is recycled as an orange buoy used by a Baywatch-type female lifeguard. Another features an aluminum can that becomes part of a baseball bat used to hit a game-winning home run.