Read our new manifesto

Oct 19 - 23

Discuss, debate and discover the future of agencies

Anomaly will be unaffected by Duracell’s split from P&G, claims founder Carl Johnson

Anomaly’s relationship with Duracell will be unaffected by P&G’s decision to split from the battery brand, the agency’s co-founder and global chief executive Carl Johnson told The Drum.

P&G awarded Anomaly New York Duracell's $50m creative and digital business just three months ago.

It took over the account from Saatchi & Saatchi New York in mid-August with P&G saying it was selected for its “iconic brand building with strong storytelling capabilities, strategic approach for an always-on connected world, and long-term fit and potential with their entrepreneurial culture."

However, P&G announced today that it had decided to split from Duracell and potentially turn it into a standalone company.

Speaking to The Drum after P&G chief executive AG Lafley revealed the plans, Johnson said the move was "not a big surprise.”

"We couldn’t be informed for obvious reasons. There has been ongoing speculation in the media about P&G’s long term strategy and focus for months. For us there is no change," he said, adding that "it should have no long term implications."

"The brand is a powerhouse that we are delighted to be helping build. We’re pleased for the management of Duracell."

Duracell generates around $2bn in global sales. Lafley said he was “confident the business and its employees will continue to thrive as its own company.”

It comes after P&G reported flat sales of $20.8bn and a 34 per cent drop in profit to $2bn for its fiscal first quarter.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis