Duracell Puts MediaCom in Charge of $84 Million Global Media Account

The appointment follows a review launched in November

the duracell pink bunny in a race
Publicis Groupe's Starcom was incumbent on the Duracell account, and did not participate in the review. Duracell/MediaCom
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Duracell has named GroupM’s MediaCom as its global media agency of record across 32 countries.

“The future is battery powered. Duracell is an iconic brand, and it gives us great pride to welcome them back into the MediaCom family,” said MediaCom global COO Nick Lawson, who will take over as CEO in July as Stephen Allan steps down from the role, said in a statement. “We are excited to apply our unique expertise and strategic thinking through our standout people.”

The selection follows a review managed by ID Comms that began in November, during which key chemistry meetings and face-to-face presentations were completed before the outbreak of the coronavirus in most countries, according to MediaCom.

Publicis Groupe’s Starcom was incumbent on the account and did not participate in the review, according to a source with knowledge of the process. Starcom retained the Duracell media account back in 2015, back when the brand was part of the P&G portfolio.

Last year, Duracell appointed WPP’s Wunderman Thompson as its global creative agency partner after a four-month review process. Duracell spends about $84 million on media globally, $55 million of which is spent in the U.S., according to COMvergence.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.