Bates snares Euro Energizer account

Bates Dorland will take centre stage on the dollars 20 million pan-European Energizer account following the battery manufacturer’s decision to consolidate almost its entire global account within the Bates network.

Bates Dorland will take centre stage on the dollars 20 million

pan-European Energizer account following the battery manufacturer’s

decision to consolidate almost its entire global account within the

Bates network.



The move ends a two-year review and means the London agency has to help

Energizer overtake the UK market leader, Duracell. Michael Bungey,

Bates’s worldwide chairman, has had an on-and-off relationship with

Duracell for more than 20 years.



The European assignment also gives Bates an almost total hold on the

Energizer business, which it now handles across the globe, except in the

US which is the home market for the brand’s owner, Ralston Energy

Systems.



The UK, Energizer’s biggest European market, is expected to attract the

lion’s share of the spend ahead of France, Germany and Spain. This, and

the fact that all European advertising will be driven from London,

should mean the account will be worth more than the pounds 2 million

spend registered in recent years by Abbott Mead Vickers BBDO. Under

previous arrangements, BBDO’s Paris agency produced Energizer’s

pan-European ads, while the UK work was limited to tactical work.



The account move is likely to mean significant extra business for 141,

the Bates below-the-line operation which it is developing into a global

brand (Campaign, last week). Media buying is likely to be handled by

Zenith.



The move terminates one of the longest pitches ever known, involving the

European networks of up to six agency groups, including DDB, Young and

Rubicam, TBWA and Grey, as well as the Bates operations in Australia and

North America.



For Bates, soon to demerge from the Cordiant group, the win will be an

antidote to the frustration at its failure to upgrade sufficient

regional business to global status.



Graham Hinton, the Dorlands chairman, said: ’The process has been a long

one because Ralston wanted to get it exactly right. We built a

significant brand differential for Duracell. Now we have to do it for

Energizer.’



Dorlands was forced to end its long link with Duracell in July 1993

because of the network’s growing relationship with Energizer



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