• by Steve McClellan , January 15, 2016

Energizer Holdings has selected Camp + King as its new agency of record, succeeding Omnicom’s TBWA/Chiat/Day which had the account for 25 years. The incumbent did not defend the account. 

Camp + King, based in San Francisco, is backed by Havas. The agency was launched in 2011 by Roger Camp and Jamie King and its client roster includes Google, Dish Network’s Sling TV, Del Taco and Hershey Co.’s Scharffen Berger. 

Energizer, based in St. Louis, reported in its latest annual report that its advertising costs were $87.5 million, $70.7 million, and $83.6 million for the fiscal years ended September 30, 2015, 2014, and 2013, respectively.

The client said it would collaborate with the agency “to evolve and advance a long legacy of groundbreaking marketing and advertising initiatives, covering traditional and digital media for both” of its iconic brands, Energizer and Eveready.  

Upcoming campaigns will build around the Energizer brand’s focus on long-lasting power and innovation, and the Eveready brand’s promise of quality and value. 

“Our strategy at Energizer is driven by our unparalleled knowledge of consumers’ wants and needs,” said Michelle Atkinson, Chief Consumer Officer at Energizer.   “We know what consumers want in their power and lighting products, and we also understand that they expect to engage in conversations with us in new and exciting ways.  Our partnership with Camp + King brings us the right strategic and creative talent to do more with our iconic characters and power these new consumer connections.” 

“The opportunity to introduce the Energizer Bunny to a new generation is a dream assignment and career highlight,” said Camp.  “Building on such a long-standing heritage is daunting, but that’s exactly what makes it so exciting.  We can’t wait to get started.”