MEC Adds More Energizer

NEW YORK WPP Group’s Mediaedge:cia has won the estimated $30 million media account of Energizer Holdings’ Asia Pacific, Middle East and Africa regions after a review designed to consolidate chores at a single shop, the client has confirmed.

In addition to MEC, incumbents included Omnicom Group’s OMD and Publicis Groupe’s ZenithOptimedia.

Initial review contenders, sources said, included MEC, OMD and Aegis Group’s Carat. The latter dropped out during the process, leaving MEC and OMD as finalists, per sources.

The consolidated account includes the Energizer, EverReady and Schick brands. Mediaedge:cia’s Global Solutions division in Singapore will oversee the account, the agency said.

“MEC was the clear winner in terms of the quality of ideas they presented and the caliber of and chemistry with the teams that would work on our business,” said M.C. Lai, marketing director, Energizer Asia Pacific, in a statement.

Energizer Holdings, a leading producer of primary batteries and flashlights, is the parent company of Schick-Wilkinson Sword, the second-largest manufacturer of wet shave products in the world.

“We are delighted to have this opportunity to extend our successful international partnership with Energizer into the rest of Asia,” said Stephen Li, CEO of MEC’s Southern Asian operations. “This win reflects our ability to drive businesses internationally, but ultimately to deliver at the domestic level. And to be given an opportunity to do this for Energizer, a client with such power and strength in its brands, is extremely satisfying.”