Energizer Holdings is moving marketing duties for a slew of brands from one WPP agency to another. The personal-care business that’s been handled by Grey will now be realigned under sibling shop JWT, according to executives familiar with the matter.
The move comes as Energizer this summer stated it will begin focusing more on “brand development activities” for its personal-care products in the face of stiff competition. It may have also been influenced by Grey’s recent win of Procter & Gamble’s biggest ad account by spend, Gillette.
Energizer — generally associated with its flagship name-brand batteries — has been growing its portfolio of products into a range of new categories via a string of acquisitions over the past few years.
Its portfolio now includes personal, baby-care and sun-care brands such as Playtex, Hawaiian Tropic, Banana Boat and Diaper Genie, as well as a range of shaving brands, such as Edge, Wilkinson Sword, Skintimate and Schick. (JWT was already handling the Schick account)..
For JWT, it’s the second win of the summer on the heels of an expanded relationship with Nokia.
It remains to be seen whether this consolidation could impact a trio of Johnson & Johnson feminine-care brands Energizer recently acquired. It agreed last month to buy J&J’s Stayfree, Carefree and O.B. brands in a $185 million cash deal expected to close in the fourth quarter. Those accounts are currently handled by Omnicom Group‘s DDB.