Energizer blitz to take on Duracell

Battery maker Energizer has dropped ten-year incumbent Westbury Communications and brought in CirKle Communications for an aggressive campaign to mark the release of a range of new products to challenge Duracell.

Energizer's recently appointed UK marketing director Paul Ardron said Westbury had 'done a great job' establishing the brand, but that CirKle had been taken on for 'a fresh approach'.

Ardron said 'a full PR programme' would support the first product launch at the end of July but declined to divulge details.

CirKle director Caroline Kinsey said part of the campaign would focus on gadgets and that it would target the trade and national press.

The budget for the campaign is around £70,000 for 2005, but this could double for 2006.

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