Energizer to Review $100M-Plus Media Account

Battery, Razor Marketer Thought to Be Consolidating Work at Single Agency

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NEW YORK (AdAge.com) -- Energizer Holdings, the marketer of batteries and razors, is reviewing its $100 million-plus media-buying and -planning account in North America.
Energizer, whose battery brand is best known for its indefatigable pink bunny, now works with three agencies -- Omnicom's Ph.D. and Aegis' Carat and Vizeum -- and intends, according to one executive familiar with the matter, to consolidate at a single agency. Energizer Holdings spent $115 million on measured media in 2005, according to TNS Media Intelligence.

Pile & Co. is the consultant on the review. Both Pile and Energizer declined to comment.

Ralson Purina spinoff
Based in St. Louis, Energizer Holdings was spun off from Ralston Purina in 2000. Three years ago, the company purchased razor maker Schick-Wilkinson Sword from pharmaceutical giant Pfizer. In North America, Ph.D. handles media buying for batteries, while Carat handles buying for Schick razors. Vizeum is responsible for planning.

None of the agencies involved returned calls for comment.

According to executives with knowledge of the process, other agencies involved in the review include WPP Group's Mediaedge:cia, which recently won Energizer's consolidated account in Asia Pacific, and Omnicom's OMD. Neither would comment.

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Brooke Capps and Jack Neff contributed to this report.