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Duracell, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Duracell, Inc., is one of the leading alkaline batteries worldwide. The company manufactures standard alkaline batteries for everyday use and also makes specialty lithium, zinc air, and rechargeable nickel-metal hydride batteries used in hearing aids, watches, electronics, and cameras. Duracell, Inc. is located in Bethel, CT. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (203) 796-4000
Main Fax (203) 207-7462
Primary Address
14 Research Drive
Berkshire Corporate Park
Bethel, CT 06801
USA

Duracell, Inc. Contacts

Contacts (5/8)
Name Title State
Ramon V. Vice President, Marketing CT
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (203) 796-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 14 Research Drive
Berkshire Corporate Park
Bethel, CT
06801
USA

Dan C. Procurement Head CT
Fan B. Director, Marketing CT
Alfonso A. Brand Manager, New Innovation CT
Lindsay M. Shopper Marketing Manager CT

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Duracell, Inc. ********

Agency Relationships


Brand Agency Service From To
********, ***. ******* ********* public relations 2000 present
********, ***. ***** ******* media buying & planning unknown present
********, ***. ******* ********* Media Buying, Media Planning, Multicultural unknown present
********, ***. ********* digital unknown present
********, ***. ****** + ******* Creative 2016 present

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WinmoEdge

Campaign Imminent: Duracell moves creative to W+K


Subject: traditional, digital, social media, acquisitions

Company: here)

Update (10/27): We've confirmed that  + Kennedy was selected to handle creative for Duracell, after a review. Therefore, with creative off the table, agency readers should turn their sights to other pieces of Duracell business that may be up for review (e.g. digital, media, social media, PR, etc).

Sellers - W+K has already had the account for at least two months, according to our source, so go after H1 new campaign dollars immediately. Anomaly's final work for Duracell - its Star Wars Holiday campaign, already debuted last week, but W+K will have plenty of time put together a campaign that could launch as soon as Q1.

Read more about the review (and Duracell's marketing plans) below. 

Below was originally published on 10/25:

Opportunity: After serving as creative and digital AOR for two years (more Anomaly has declined to participate in the agency review that reportedly began this Spring. According to Anomaly CEO Carl Johnson: "Following the departures of the previous global CEO, and the GM of Duracell, North America, new owners, Berkshire Hathaway, decided to review all aspects of the business including their marketing agencies." The reason he gave for declining participation was that Anomaly no longer shared "ambition and values" with Duracell leadership (so make what you will of that).

Anomaly's final work for Duracell, its Star Wars Holiday campaign, debuted last week. "Star Wars Rogue One: How the Rebels Saved Christmas" debuted on October 16, and Duracell has spent $3.2 million to air it so far - mostly during the primetime daypart. Top targeted shows (by spend) include: "NFL Football," "MLB Baseball," "NCIS: Los Angeles," "The Rocky Horror Picture Show: Let's Do the Time Warp Again" and "The Voice."

Agency readers, the review reportedly began this Spring, so it's likely too late to get on the list this go-round. However, there's no word on the exact scope, so if only creative and digital work are in review now, a media review could follow soon. Publicis's Mediavest/Spark, Chi still has media planning and buying. 

Sellers - Duracell has greatly increased digital spend this year, so be sure you are reaching out for last minute Holiday and early 2017 dollars. Additionally, the battery brand has increased TV spend this year, so dollars should be available here as well. Since literally everyone will need batteries at some point, targeting is sort of all over the place, but Duracell does tend to target highly rated (and watched) sports events and TV shows, so start there.

Keep in mind, as well, that Univision received the fourth highest TV spend this year, so Hispanic media sellers will likely have a leg up.

Additional Information

Media Spend: According to Kantar Media, Duracell spent $30.5 million on measured media last year - most of it allocated to broadcast ads. 

National TV Spend: Per 

For full 2015, Duracell spent $22.9 million. Most of this was deployed during H2 2015.

Digital Breakdown: Pathmatics reports that Duracell has spent $41.8 million on desktop display ads so far this year (3.2 billion impressions). The majority of these ads were placed site direct (98%) on publishers such as: reddit.com, amazon.com, weather.com, ign.com and cnet.com.

Duracell has also spent $10.4 million on mobile ads this year (915.4 million impressions).  As with desktop ads, the majority of these were placed site direct (99%). Top mobile destinations included: reddit.com, walmart.com, amazon.com, babycenter.com and weather.com.

An additional $900,000 was spent on online videos this year (56.9 million impressions). These were placed mostly through Google AdX + AdSense (86%) and site direct (13%). Top video destinations included: youtube.com, rottentomatoes.com, hulu.com and babble.com.

For the same period 2015, total digital spend for Duracell was $7.9 million, spent, as in 2016, mostly on desktop and mobile. Total impressions for this period 2015 were just over 653 million.

Duracell 
14 Research Dr.
Berkshire Corporate Park
Bethel, CT 06801
(203) 796-4000

Ramon Velutini
Director, Marketing
(203) 796-4000
velutini.r@duracell.com

Annabelle Wallace
Planner, Digital Media - Mediavest 
(203) 796-4000
annabelle.wallace@mediavestww.com