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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.

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