Energizer appoints UM as global media agency of record

Energizer has named UM as its global media agency of record, seeing the IPG Mediabrands’ agency expand its remit across the full international portfolio.

The APAC region – across Australia, New Zealand, South Korea, Malaysia, Singapore, Indonesia and the Philippines – is now included in the agency’s remit, which involves all strategy, planning, buying, research, and data and analytics duties across Energizer’s battery, portable lighting, and auto care brands.

“After an exceptional year of innovation and partnership, we are excited to once again expand our relationship with UM,” said Energizer’s global chief marketing officer, Lori Shambro.

“We look forward to bringing UM’s unique mix of media planning and creative excellence to our global portfolio of brands as we continue our commitment to be the first brands seen, sought and sold in the categories in which we compete.”

In February last year, UM won the brand’s North American media planning and buying account. Later in the year, the agency’s US outpost was appointed to a bigger portfolio, including auto care brand Armor All and battery and lights brand Rayovac.

Local CEO Fiona Johnston said she’s pleased her team will work with the brand in the Australian market.

“Energizer is clearly in the A Team of Australian marketers and has built an iconic presence in highly competitive sectors,” Johnston said.

“We are looking forward to bringing Energizer a special level of partnership and media counsel that helps propel their success.”

UM’s global CEO, Eileen Kiernan, added: “We are thrilled to build on our great working relationship with Energizer, and to expand our partnership with this iconic brand around the world.

“I am incredibly proud of the work we have done across North America and look forward to leveraging the transformational power of Better Science, Better Art and Better Outcomes to drive their business forward, globally.”


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