Energizer Holdings’ $70 Million Global Media Account Hops Along to UM

It's an expansion of the company's existing relationship with the agency

Energizer spent about $70 million on media last year. - Credit by Energizer, UM
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Energizer Holdings has selected IPG Mediabrands’ UM as its global media agency of record.

As global media agency of record, UM will be responsible for media strategy, planning, buying, research, data and analytics across Energizer Holdings’ automotive, battery and portable lighting brand portfolio, which includes Armor All, A/C Pro, Eagle One, Eveready, Nu Finish, Rayovac, Scratch Doctor, STP and Tuff Stuff, as well as the flagship Energizer battery brand.

The appointment, which a source close to the account said came without a review, marks an expansion of the company’s relationship with UM after Energizer Holdings selected UM as its North American media agency of record in early 2019. GroupM’s Wavemaker was incumbent on the global media account outside of North America, a portion of the account which comprised around $12 million in billings according to a source with knowledge of the account. Back in 2016, the Energizer brand moved its creative account to San Francisco-based Havas agency Camp + King, ending a 25-year relationship with TBWA\Chiat\Day.

“After an exceptional year of innovation and partnership, we are excited to once again expand our relationship with UM,” Energizer global CMO Lori Shambro said in a statement. “We look forward to bringing UM’s unique mix of media planning and creative excellence to our global portfolio of brands as we continue our commitment to be the first brands seen, sought and sold in the categories in which we compete.”

“We are thrilled to build on our great working relationship with Energizer, and to expand our partnership with this iconic brand around the world,” added Eileen Kiernan, who was promoted to UM global CEO last September. “I am incredibly proud of the work we have done across North America and look forward to leveraging the transformational power of Better Science, Better Art and Better Outcomes to drive their business forward, globally.”

Earlier this month, rival Duracell appointed GroupM’s MediaCom as its global media agency of record across 32 countries.

The account win comes fast on the heels of UM being named media agency of record for Gallo Wines. Luxury design brand Shinola appointed UM as its U.S. media agency of record in March. UM had a strong year in 2019 and was selected as Adweek’s U.S. Media Agency of the Year. Like a lot of agencies, however, the business impact of the coronavirus pandemic has led to considerable setbacks. Last month, UM was among a number of agencies impacted when IPG Mediabrands went through a series of furloughs and layoffs across its agencies.

Energizer spent around $70 million on media, including across digital, social and video-on-demand channels last year, according to data consultancy COMvergence, with U.S. spending comprising around three-quarters of that total.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
Publish date: May 27, 2020 https://dev.adweek.com/brand-marketing/energizer-holdings-70-million-global-media-account-hops-along-to-um/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT