Initiative beats two to pounds 25m Energizer task

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.

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

pitch.



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

partner.



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

strategy.’



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

Duracell.



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

dynamics.



The account will be coordinated from London and implemented by

Initiative’s offices throughout Europe.



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