Initiative lands pounds 25m pan-Euro Energizer brief

Initiative Media has emerged triumphant in the three-way pitch for the pounds 25 million pan-European media planning and buying business for Energizer.

Initiative Media has emerged triumphant in the three-way pitch for

the pounds 25 million pan-European media planning and buying business

for Energizer.



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

client.



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.



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