Gillette, Duracell plan to merge

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BOSTON -- Gillette Co. and Duracell International said they will merge their companies, with Duracell shareholders receiving .904 share of Gillette stock for each Duracell share. The transaction is valued at about $7 billion.

A Gillette spokesman had no comment on future marketing plans. Gillette agencies include BBDO, Lowe & Partners/SMS, McCann-Erickson, N W Ayer & Partners and Hill, Holliday, Connors, Cosmopulos. Battery marketer Duracell uses Ogilvy & Mather.

Copyright September 1996, Crain Communications Inc.

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