MediaCom wins global Duracell account

The battery brand saw revenue increase in Q1, even as COVID-19 has impacted other parts of its parent company's business.

Although many global pitches have been paused due to the ongoing COVID-19 pandemic, MediaCom has managed to snag a win.

The pitch for international battery manufacturer Duracell began in November. According to the GroupM agency, “key chemistry meetings and face-to-face presentations were completed before the lockdown began in many markets.”

After six months of pitching for the account, MediaCom finally nabbed the account. The win covers 32 markets, including Canada, U.S., U.K. and China. MediaCom officially takes over the business on July 1.

The account was previously managed by Starcom, with some of the agency’s work for Duracell in Canada having helped it win a Media AOY Bronze.

Duracell is no stranger to the WPP family; creatively, it works with Wunderman Thompson on a global level.

Duracell was formerly a part of the Procter & Gamble line of consumer products, and in 2016 it was wholly acquired by multinational holding co Berkshire Hathaway. For the parent company’s first quarter (ended March 31), it said it did anticipate some adverse effects from the pandemic across its business, although the company offers more than fast-moving consumer goods (wholly owned companies range from fast food company Dairy Queen to underwear brand Fruit of the Loom, while the company also has minority holdings in Kraft Heinz, Coca-Cola and Apple).

Berkshire Hathaway’s consumer goods segment, which includes Duracell, brought in $8.2 billion globally for Q1. That was a slight decrease, but increases in revenue at Duracell (Berkshire Hathaway did not include exact dollar figures, but confirmed Duracell’s revenue was up 5.7%) helped to partially offset decreases in other parts of the segment.