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.