P&G Moves Duracell to Anomaly

Shift Includes Digital Work Handled By Saatchi As Shop Expands P&G Role

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Procter & Gamble Co. has awarded its $50 million North American Duracell creative and digital account to Anomaly, New York, after a review, the company said.

Anomaly succeeds Acme Idea Co., which resigned the busienss earlier this year, saying it planned to return to its roots as a strategic and creative consultancy. Anomaly also takes on digital work that had been handled by Saatchi & Saatchi, New York, which also participated in the review. Saatchi declined to comment.

Anomaly, an MDC Partners shop, will take over the account effective mid-August, P&G said in a statement, which added that the agency "was chosen for their iconic brand building with strong storytelling capabilities, strategic approach for an always-on connected world, and long-term fit and potential with their entrepreneurial culture."

Duracell is a major expansion of Anomaly's footprint at P&G, which previously included work on corporate new- business creation, including the just-launched Swash fabric care brand in partnership with Whirlpool.

P&G thanked Acme for its 12 years of partnership that included the "Trusted Everywhere" campaign and Saatchi for two years of digital marketing that included the "Trust Your Power" campaign. P&G spent nearly $50 million on Duracell measured media last year, according to Kantar Media.

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