Eveready, the battery manufacturer, has lined up its global roster
agencies to pitch for the dollars 80 million launch of a new product
under the Energizer name.
Bates Worldwide, which handles Energizer in Europe, and TBWA/Chiat Day,
the incumbent in Eveready’s US domestic market, are expected to contest
the assignment with up to three other worldwide networks.
DDB Worldwide and Leo Burnett are also believed to be in contention for
the business, which is expected to cover US and other markets.
Eveready, which is to be spun off from its Ralston Energy Systems parent
next year, said it was looking to expand its marketing efforts but
denied specific plans to launch new products or change its advertising
However, the company is known to be concerned at the amount of ground
being lost to its rival, Duracell.
Bates UK has had centre stage on Energizer’s pan-European business since
the company’s decision to consolidate almost its entire global account
into the Bates network in May 1997.
The appointment led to the introduction into the UK of the Mr Energizer
character, which Bates first created for TV audiences around the Pacific
Rim. It marked the start of an attempt to overtake the Gillette-owned
Duracell, which was a Bates client in the UK until 1993.
The rivalry between Duracell and Energizer is famous for the row sparked
by the drumming bunny character. The result is an agreement under which
the character is used to promote Energizer in the US and Duracell in