Initiative Media has landed the pounds 25 million pan-European
planning and buying account for Energizer, as the battery brand seeks to
topple Duracell’s dominance.
The agency beat MindShare and Starcom to the account in a three-way
The incumbent Zenith Media declined to pitch.
Steve Cleak, Initiative’s international communications director, will
oversee a central team of four who will run the account. Cleak joined
the agency in September from MindShare where he was a managing
He said: ’This is more than simply planning and buying. We will be doing
a lot of upstream strategy for Energizer, looking at the paybacks for
its business in order to guarantee a return for the communications
Jeffrey Merrihue, head of Initiative in Europe, put the win down to the
agency’s strategic expertise.
Energizer is said to be increasing its spend this year to pounds 25
million across Europe as it plans a major advertising push. UK spend
last year was pounds 2.5 million. The company is seeking to promote new
products and develop web initiatives as part of a concerted challenge to
Cleak added: ’Energizer is very aggressive in its marketing plans, even
more so now it has a standalone profit-and-loss account within the
holding company. The main challenge is to overtake Duracell as market
leader. We believe Energizer is a great brand that is just waiting for
the right programme.’
Katherine Bieber, European strategic planner, will work alongside Cleak
on the account. They will be assisted by the Initiative Futures unit,
which carries out econometric modelling and analyses consumer
The account will be coordinated from London and implemented by
Initiative’s offices throughout Europe.