BBDO nets pounds 50m Duracell revamp

Abbott Mead Vickers BBDO is set to take on a brand whose UK market leadership it once sought to destroy, as a result of a major international agency realignment by the battery manufacturer, Duracell.

Abbott Mead Vickers BBDO is set to take on a brand whose UK market

leadership it once sought to destroy, as a result of a major

international agency realignment by the battery manufacturer,

Duracell.



Duracell’s decision to switch its full-service pounds 50 million

European and US assignments into the BBDO network ends Ogilvy & Mather’s

14-year tenure of the business. The move gives Abbott Mead and its

sister media agency, New PHD, a billings boost of more than pounds 2

million.



The move has ironic repercussions in the UK, where Abbott Mead handled

the account of Duracell’s biggest rival, Energizer, until it moved into

Bates Dorland last year (Campaign, 23 May 1997).



The new arrangement is part of plans by Gillette, which bought Duracell

in September 1996, for BBDO to repeat the success of the brand

advertising it carried out for the toiletries company.



Julian Ingram, BBDO Europe’s business development director, said the

Duracell work was likely to be based on a central idea although it was

probable that teams in the UK and the US would work on the account.



’There will be one creative idea unless there are marketing differences

between the US and Europe which we haven’t yet discovered,’ he

added.



Peter Hoffman, the newly appointed president of commercial operations

for Duracell’s North Atlantic group, claimed Gillette’s long-running

’the best a man can get’ campaign, produced by BBDO, had worked

successfully across the North Atlantic market. He said: ’Duracell sees

BBDO’s capabilities as having immediate benefits to the company’s

marketing initiatives.’



The change is the culmination of a restructure of Duracell’s marketing

operations in the US, Canada and 14 Western European countries.



The assignment adds creative work to BBDO’s existing media buying

responsibilities for Duracell in the US.



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