Duracell Reviews Agencies After Incumbent Acme Quits
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Procter & Gamble Co. is reviewing its Duracell creative account in North America, which longtime incumbent Acme Idea Co. has resigned despite one of the best runs in decades for what long had been a beleaguered brand.
P&G declined to comment on what agencies are participating in the review or to indicate a time frame. But the move comes after Publicis Groupe’s Saatchi & Saatchi has played a growing creative role for Duracell as digital agency since 2012, creating the “Trust Your Power” digital video campaign featuring inspirational tales from athletes. One ad featuring Seattle Seahawks running back Derrick Coleman earlier this year has racked up 22 million YouTube views and was played on the scoreboard during the NFC Championship Game in Seattle.
P&G spent just under $50 million on measured media for Duracell last year, according to Kantar Media, but a growing part of that has been digital work handled by Saatchi, with internet display accounting for more than $11 million, not counting search and other digital spending not counted by Kantar.
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