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