GILLETTE SHIFTS DURACELL CREATIVE ADVERTISING TO ACME
By Adnews Staff
The Gillette Co. of Boston has moved North American creative advertising responsibilities for its Duracell battery brand to The Acme Idea Co. of Norwalk, CT. BBDO New York, which previously held the account, retains responsibility for other support services for Duracell in North America and continues to handle the worldwide strategic and creative work for Gillette's grooming, oral care and personal care products. According to Ann Davin, director of brand communications for Gillette, Acme was hired to come up with a new strategic direction for Duracell advertising. Davin said Acme's creative is what Duracell needs to break through in the competitive battery category. A new Duracell campaign will begin later this year.
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