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Energizer Taps Mediaedge:cia

Ad Age, Monday, February 19, 2007 12:46 PM

Energizer Holdings has tapped Mediaedge:cia for its $115 million media-buying and -planning business in North America. The move ended a review launched last fall when the company decided to consolidate its account at one agency. Previously, Energizer split the 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 Vizeum did the planning. Now, Mediaedge will buy and plan media for both 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," says Jacqueline Burwitz, vice president-investor relations for Energizer Holdings.

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