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(May 30, 2001) -- Energizer has retained Omnicom Group's TBWA/Chiat/Day, Playa Del Rey, Calif., to be agency for its main battery brand and added the e2 brand business following a review pitting Chiat against sister agency DDB Worldwide, Chicago, according to sources familiar with the situation.

Chiat referred calls to the client, which could not be reached for comment.

TBWA/Chiat/Day will handle the rebuilding of Energizer Advanced Formula batteries as Energizer Max, which will be backed by a combined $100 million in advertising and promotional support breaking this fall, including TV and Internet advertising featuring the brand's bunny icon.

Energizer Max will take on Gillette Co.'s updating of its core Duracell brand, to be known as Copper Top, which will be backed by a combined $100 million marketing push of its own starting in June. It's not clear how much either advertiser will devote to media advertising.

Energizer spent $49 million last year on its launch of its e2 premium brand, for which it plans new executions this fall in a campaign originally developed by DDB, and $25 million via Chiat on the Energizer brand. -- Jack Neff

Copyright May 2001, Crain Communications Inc.

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