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Pitch won by: Camp + King


Pitch

PITCH

Media

TargetSUMMARY | About this pitch

The iconic Energizer Bunny may continue to appear in campaigns for the battery brand, but the agency that popularized the iconic mascot won't be the ones creating those ads. TBWAChiatDay, which developed (though did not create) the Energizer Bunny into one of advertising's best-known characters, said it declined an invitation to participate in a review for Energizer's creative business. MEC in New York handles the brand's media chores, which are not believed to be part of this review. "We have greatly appreciated our relationship with TBWAChiatDay," said Michelle Atkinson, Energizer chief consumer officer, in a recent statement. "They have been a long-standing partner and helped catapult the Energizer Bunny into pop culture status. As our company has evolved over the last year, we have decided to reevaluate our agency partners to ensure we have the best fit to meet our current marketing needs. Therefore, we are putting our advertising business out for bid to a select number of agencies." The bunny was originally created by agency DDB in 1989 for an Energizer ad mocking rival Duracell, but ChiatDay built out the idea into a lasting campaign centered on the character.

Client CLIENT | Energizer's Customer Analysis


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