AdWeek recently reported that Duracell has sent its global creative account to Wunderman Thompson. The appointment comes after a competitive review. Prior to Wunderman Thompson’s appointment, Wieden +Kennedy served as Duracell’s creative agency of record since October 2016. According to sources, Wieden + Kennedy didn’t participate in the global review. It is reported that they declined to participate.
About Duracell Sending Its Global Creative Account to Wunderman Thompson
Wunderman Thompson will be handling Duracell’s global creative account in all the regions except in North America. Weiden + Kennedy will continue to handle the brand’s creative account in that region. The win is a big win for the Wunderman Thompson seeing as Duracell spends about $100 million yearly on marketing globally. This appointment follows the agency’s parent company WPP merging Possible and Cole & Weber into Wunderman Thompson to create Wunderman Thompson Seattle. According to sources, Wunderman Thompson’s appointment will commence immediately. Sources also say that their first work for the battery brand will roll out sometime later this year.
Wunderman Thompson and Duracell Speak on the Partnership
Duracell’s CMO Tatiana- Vivienne Jouanneau spoke about why they send the global creative account to the agency. She stated that the agency delivered strategic, creative work grounded in technology executed with big platform vision. They also provided a strong understanding of the global markets and the strategic clarity of how the brand can take their international brand into the future. She praised the agency, stating that their pitch was outstanding. She also stated that the brand is very joyful to be working with the agency and that chemistry between them is right.
Wunderman Thompson’s global chairman Tamara Ingram also spoke about the appointment. She stated that the agency is absolutely thrilled to be working with the iconic brand. She stated that this is a moment of transformation for Duracell as they enter the power industry. Ingram said that Duracell teamwork is innovative, modern and works in an agile way focused on outcomes. According to Ingram, the battery brand and the agency want to take the brand to a new level.