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Anomaly has outstripped a trio of fellow Procter & Gamble roster shops to become Duracell's new lead creative agency in the U.S.
Sources previously identified the other finalists as the New York offices of Grey, Saatchi & Saatchi and mcgarrybowen.
The assignment includes both traditional and digital responsibilities. The brand's annual media spending hovers around $50 million.
In a statement, a P&G representative cited Anomaly's experience in building iconic brands (Budweiser is a big account) as well as its "strong storytelling capabilities, strategic approach for an always-on connected world" and "entrepreneurial culture."
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