GILLETTE SHIFTS DURACELL ACCOUNT

BBDO Loses Creative Assignment to Acme Idea Company

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NEW YORK (AdAge.com) -- Gillette Co. has shifted creative advertising responsibilities for its Duracell battery brand in North America to the Acme Idea Company, Norwalk, Conn.

Omnicom Group's BBDO Worldwide,

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New York, previously had the creative account and will retain all other support services for the brand in North America for the Boston-based marketer.

This shift in assignments follows a creative exploratory review to redefine the Duracell brand.

"As part of the relaunch of Duracell CopperTop, we wanted a new strategic communications direction for our advertising. The Duracell business is facing some very specific challenges. The solutions that Acme presented are what Duracell needs at this time," said Rick Anderson, vice president of global marketing for Duracell.

Spending by Duracell has dropped significantly, according to Taylor Nelson Sofres' CMR. Duracell spent $52 million in 2000, $38 million last year and $4.5 million through the first four months of this year.

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