• by Steve McClellan , May 13, 2020

MediaCom has been named battery maker Duracell’s global media agency of record in 32 markets including the US, UK and China, effective July 1, 2020. The remit includes media buying and planning.

Some but not all of the account is shifting from incumbent Starcom, part of Publicis Groupe. An agency spokesperson confirmed that it handled about a dozen markets, mostly in the Europe, Middle East and Africa region and Australia. The spokesperson also said that Starcom did not participate in the review. 

The brand spent $50 million on measured media in the U.S. last year, according to Kantar. Global spending figures were not immediately available.

The award follows a formal review that began last November and many of the face-to-face presentations were completed before the COVID-19 lockdowns began in many countries. 

Nick Lawson, Global COO (and soon to be CEO) at MediaCom, stated: “The future is battery powered. Duracell is an iconic brand and it gives us great pride to welcome them back into the MediaCom family.”

Duracell, part of Berkshire Hathaway, declined to comment.

Media and marketing consultancy ID Comms was retained by Duracell to help manage the review process.

This story has been updated.