Initiative Media has emerged triumphant in the three-way pitch for
the pounds 25 million pan-European media planning and buying business
The agency beat MindShare and Starcom to the account. The incumbent,
Zenith, did not repitch.
Energizer spent just pounds 2.5 million in the UK last year, according
to MMS, but its European spend is to be boosted this year to promote new
products and web initiatives. The increased marketing activity is part
of a concerted effort by Energizer’s owner, Ever Ready, to steal market
share from the number one player, Duracell.
Jeffrey Merrihue, head of Initiative in Europe, would only say that the
strength of the agency’s strategic credentials had been highlighted in
the pitch. ’In the pitch we were able to demonstrate how smart consumer
targeting and sophisticated economectrics could really enhance the core
media planning and buying tasks,’ he explained.
Initiative’s appointment draws to a close a review of all Energizer’s
marketing requirements. The UK creative account moved from the
incumbent, Bates UK, into Mustoe Merriman Herring Levy at the end of
last year without a pitch.
It was thought that Energizer had decided to move the account because of
differences over creative work and slow turnaround on its campaigns.
The subsequent media review is thought to have come as a direct effect
of the fall-out with Bates. The ad agency’s relationship with its sister
media agency, Zenith, Media was deemed too close for comfort by the
The media pitch was a short one, by Energizer’s standards. The pitch
that saw the appointment of Bates in 1997 had been drawn out for two
years and involved six agency networks.