Mediacom takes over Duracell global media account from Starcom

Battery brand Duracell has named Mediacom as its global media agency of record after a competitive pitch, ending Starcom’s six-year relationship with the business.

Duracell called a review of the account in November last year, putting the Publicis Groupe agency on notice.

With Mediacom now appointed, the local account will be managed out of the Group M agency’s Sydney office from 1 July. And globally, the win covers 32 markets, including Australia, the US, UK, and China.

“The future is battery powered. Duracell is an iconic brand and it gives us great pride to welcome them back into the MediaCom family,” Mediacom’s global chief operating officer, Nick Lawson, said.

“We are excited to apply our unique expertise and strategic thinking through our standout people.”

Many global pitches have been suspended in the wake of COVID-19’s impact on travel. However, Mediacom noted the chemistry meetings and face-to-face presentations occurred before lockdown in many markets began.


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