Duracell has selected Wunderman Thompson as its new global creative agency partner, concluding a four-month review process which included over 10 agencies.
Wunderman Thompson will be tasked with leading creative for Duracell in all regions except North America, where Wieden + Kennedy has served as creative agency of record since October 2016. W+K remains creative agency of record for the region. A source with direct knowledge of the matter told Adweek that W+K declined to participate in the review for the global account.
Duracell spends around $100 million on measured marketing globally, according to global research firm COMvergence.
