Duracell has appointed the recently-merged Wunderman Thompson as its global creative partner for international markets.
The battery brand has awarded the agency all its global creative business, apart from the North American region, which is handled by Wieden+Kennedy New York.
“We are excited to be working with this newly created agency that offers us the best in creativity, data, and emerging technology," Tatiana Vivienne Jouanneau, Duracell’s chief marketing officer, told The Drum. "Our companies are at a moment of inflection and we are keen to partner with Wunderman Thompson to bring Duracell into the future of power."
The win culminates a four-month search comprising pitches from more than 10 agencies. Marketing transformation advisory firm Flock Associated designed and facilitated the pitch process. Wunderman Thompson's London office, which will be leading the business, led the pitch alongside chairman Tamara Ingram.
“Wunderman Thompson delivered strategic creative work grounded in technology, executed with big platform vision," Jouanneau said in a statement. "They provided a strong understanding of the global markets and the strategic clarity of how we can take our international brand into the future.
"Wunderman Thompson was outstanding in their pitch, they were joyful, and we immediately felt the chemistry was right.”
The Duracell-Wunderman Thompson partnership is effective immediately. The agency’s initial campaigns for the brand are expected to launch later this year.
“We are absolutely thrilled to be working with this iconic brand in a moment of transformation for Duracell as they enter the power industry," added Ingram. "The Duracell team work is innovative, modern and works in an agile way focused on outcomes. Together, we want to take the brand to a new level."