NEWS: Ever Ready calls pitch for dollars 20m Euro trophy

Ever Ready has kicked off a pitch for its dollars 20 million pan- European Energizer batteries ad business currently handled by BBDO Europe.

Ever Ready has kicked off a pitch for its dollars 20 million pan-

European Energizer batteries ad business currently handled by BBDO

Europe.



The three shortlisted agencies for the long-life battery account are the

incumbent, plus Bates Europe, and KBW, the small boutique which emerged

from the ashes of the multimedia agency, Think, set up by the ex-Saatchi

and Saatchi marketing director, Trevor Kirkpatrick.



BBDO Europe has worked on the Energizer business since its launch three

years ago, with Abbott Mead Vickers BBDO handling the pounds 3 million

account in the UK.



Bates currently handles the Energizer account in the Asia-Pacific, while

TBWA/Chiat Day controls the US business.



Ever Ready is now keen to create a global identity for the Energizer

brand but is concerned that it does not possess a strong, worldwide

brand icon such as the pink bunny that runs in its US ads.



Martin Burch, Ever Ready Europe’s advertising and communications

manager, said the company had invited creative presentations because it

wanted ‘to ensure the best possible creative work.’



Pitches will take place in the next fortnight at Ever Ready’s Geneva

head office. A decision is expected next month.



The advertising review comes hot on the heels of last year’s

consolidation of Ever Ready’s marketing into its Geneva office. Burch,

who is conducting the review, was formerly the UK marketing director.



Energizer launched in the UK in March 1993 with a pounds 3.5 million

national TV campaign through Abbott Mead. It continues to compete in a

tough market against the strong, well-established Duracell brand.



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