(Aug. 2, 2001) -- Rayovac Corp. has named The Digital Edge its agency of record for interactive media buying and planning. The agency's first assignment will be to handle the battery maker's kickoff online ad campaign for a Nickel Metal Hydride battery that can power devices such as digital cameras and recharges in only an hour.
Rayovac plans to use a combination of targeted online advertising and e-mail to market the product. The amount of the assignment was not disclosed. The Digital Edge is the online media unit of The Media Edge, the media unit of WPP Group's Young & Rubicam. -- Catharine P. Taylor
Copyright August 2001, Crain Communications Inc.