CLIENT OF THE WEEK: Duracell chief will run and run - Glyn Harper says we must be less Anglo-Saxon when in Europe

Have you ever, in an idle moment, wondered who it is that wears those ridiculous costumes in the London Marathon?

Have you ever, in an idle moment, wondered who it is that wears

those ridiculous costumes in the London Marathon?



The rhino I can’t help you with, but the pink bunny with the pointy ears

in last month’s event was Duracell’s director of marketing, Europe, Glyn

Harper.



’The trouble with doing the race as a Duracell bunny is that you really

can’t stop,’ Harper laughs. In fact, he completed it in five hours,

seven minutes and raised a tidy amount for charity.



He has been just as quick to make his mark at the multinational he

joined as the UK marketing chief two years ago. Harper rose to head

Duracell’s marketing for northern Europe and then for the whole of

western Europe.



He has since helped revolutionise its relationship with advertising

suppliers.



First, the creative work was centralised across Europe into Ogilvy and

Mather and then last week, the media followed suit (Campaign, 25

April).



Creatively, ads had previously been split between O&M in London, FCB and

B Communications. O&M Paris will now be in sole creative charge of the

account. The Network in London will handle the pan-European media

planning and buying task.



’I went looking to centralise the business so that we could take

advantage of efficiencies and also because we ourselves are organised

centrally across Europe,’ he says. ’For the creative appointment, it was

vital not only that I chose an agency with a strong creative background,

but also one that could provide a balance to our predominantly British

attitudes.



We are producing campaigns for the whole of Europe and I do think it’s

important that you aren’t too Anglo-Saxon in your outlook.’



Harper’s background suggests he has applied this open-mindedness to his

career, too. He studied cell biology at Glasgow University before

joining Procter and Gamble on the sales side. And although he then spent

12 years at Scott Paper, working on Andrex and Baby Fresh among other

brands, he packed into his time there a four-year stint in Philadelphia

and periods in the UK and Europe.