MEC Singapore was named agency-of-record across all Energizer brands — including Eveready, Schick and Wilkinson Sword — in a pitch against OMD and Carat. MEC already handles in Australia. OMD held the account in Taiwan, Media Direction in Indonesia and ZenithOptimedia in China and Hong Kong.
ZenithOptimedia was not invited to pitch due to its relationship with Procter & Gamble, parent company of Energizer's key rival, Duracell.
"We know MEC from our work with them in certain markets, and we felt that it had the edge over the others in terms of the quality of its product and the strength of its team," said MC Lai, area marketing director, Energizer Asia Pacific.
He added: "They showed that they can give us creative media ideas, have a strong regional structure and will bring us efficiencies in terms of buying scale."
Currently ranked seventh in the region with billings of $1.1 billion, according to Recma, Energizer follows major wins including Colgate in China and Citibank in Japan for the WPP media agency this year.
