The World: New York - Mediaedge:cia wins $115m US Energizer business

Energizer Holdings, whose brands include Wilkinson Sword and Energizer Batteries, has hired Mediaedge:cia to handle its $115 million media planning and buying business in North America.

This follows a review that began last autumn to consolidate the account within a single agency. Previously, the account was split between PHD, which bought media for batteries, Carat, the media buyer for Schick razors, and Vizeum, which looked after media planning.

Energizer said the move "reflects our ongoing commitment to drive both effectiveness and efficiency wherever possible throughout our operations".

Mediaedge:cia won Energizer's business in the Asia-Pacific, Middle East and Africa regions at the end of last year; and is also the incumbent on the account in Europe.