Rayovac Taps The Digital Edge

NEW YORK–Battery maker Rayovac Corp. has tapped The Digital Edge, New York, to handle media buying and planning for its first online ad campaign. The amount was undisclosed, though the Madison, Wis.-based company spent $9.6 million on media last year, per CMR, and has so far spent $619,000 in the first four months of 2001.

The online effort will focus on Rayovac’s new high-capacity Nickel Metal Hydride Batteries and the market’s first one-hour battery charger. TDE plans a mix of targeted Web advertising and e-mail marketing.

TDE is the online specialty arm of The Media Edge, the media buying and planning arm of Young & Rubicam.