Energizer Hands $115 Million Media Account to Mediaedge

Consolidated Business Includes Battery and Wilkinson Sword Brands

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NEW YORK (AdAge.com) -- Energizer Holdings has selected Mediaedge:cia to handle its $115 million media-buying and -planning business in North America, a spokeswoman for the St. Louis-based company said today.

The decision ends a review, launched last fall, to consolidate the account at a single agency. Previously, Energizer split its business between Omnicom Group's PhD, which bought media for batteries, and Aegis Group's Carat and Vizeum agencies. Carat was the media buyer on Schick razors while sibling Vizeum planned media.

Mediaedge will buy and plan media for both the Energizer and Wilkinson Sword divisions.

"The consolidation of the batteries and blades media planning and buying in North America reflects our ongoing commitment to drive both effectiveness and efficiency wherever possible throughout our operations," said Jacqueline Burwitz, VP-investor relations for Energizer Holdings.

Mediaedge, part of WPP Group, in October won Energizer Holding's business in Asia/Pacific and Middle East and Africa regions, and is also the incumbent on its account in Europe.

Pile & Co., Boston, led the agency review.
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