Duracell selects W+K as new agency of record

Wieden+Kennedy New York has been appointed agency of record for Duracell following a competitive pitch. The first work is due out in early 2017. 

"We are looking forward to partnering with WKNY," said Duracell vice president of marketing Ramon Velutini. "They have a proven track record of fueling iconic brands, and we are excited to see what we can do together."

For its part, Duracell has "a real appetite for breakthrough work that will resonate in culture," said Wieden+Kennedy New York executive creative director Karl Lieberman. "All of this adds up to an ideal partner for us. We're looking forward to helping to build the brand and sell some batteries."

Earlier this year, Berkshire Hathaway completed its acquisition of Duracell from P&G, triggering a review. Anomaly, Duracell's agency at the time, declined to participate and resigned the account in June. The brand typically spends about $40 million in media annually.