Energizer expands UM remit to cover 7 APAC markets

Energizer has named UM, the global marketing and media agency network of IPG Mediabrands as its global media agency. Under its expanded global scope, which includes APAC markets Malaysia, Singapore, Indonesia, Philippines, Australia, New Zealand, and South Korea, UM will take on all strategy, planning, buying, research, and data and analytics media duties for Energizer's entire global portfolio of batteries, lights and auto care brands. 

UM was first awarded Energizer's North America media planning and buying duties in February 2019. In late 2019, Energizer appointed UM U.S. media duties for its growing portfolio of brands, including automotive appearance products brand Armor All, and battery and lights brand, Rayovac.

Lori Shambro, global chief marketing officer, Energizer, said it is excited to expand its partnership with UM after "an exceptional year". "We look forward to bringing UM's unique mix of media planning and creative excellence to our global portfolio of brands as we continue our commitment to be the first brands seen, sought and sold in the categories in which we compete," she added.

Eileen Kiernan, global CEO, UM, said: "I am incredibly proud of the work we have done across North America and look forward to leveraging the transformational power of better science, better art and better outcomes to drive their business forward, globally." 

Kasper Aakerlund, president, UM, APAC, added that it looks forward to build its relationship with Energizer across APAC. “[Energizer is] a brand synonymous with consumer-led innovation, and we look forward to incorporating UM’s data-led creativity in a region that is rich with emerging technology.”

Last year, Energizer unveiled a new look for its brand, including new packaging, in-store displays, logo and advertising for its battery product lines, as well as keeping mascot "Mr Energizer" at the centre of all its communications. Prior to that, the battery brand last redesigned its identity in 2008.

According to Energizer then, the new visuals aimed to provide a contemporary look with distinct colors deployed to help consumers "easily and intuitively" find suitable products. Mr Energizer will be used at the centre of communications, in efforts to amp up its marketing through in-store visuals and campaign.

Related Articles:
IPG Mediabrands MY thanks frontline workers in latest OOH initiative
IPG Mediabrands’ Initiative names Jeff Franco Singapore head