Dive Brief:

• Procter & Gamble's Duracell brand is now in the market for a new creative account for North America following the departure of long-time incumbent agency Acme Idea Co. 
• Duracell isn't talking about the new search, but the brand has been working heavily with Saatchi & Saatchi. 
• Acme Idea Co. says it wants to "return to its founding principles of being a strategic and creative consultancy for building, repairing and creating brands," according to a statement from the agency. 

Dive Insight: 

If Acme is being truthful in wanting to help create and build brands rather than manage them, then leaving an established brand like Duracell makes sense. The agency could have also felt threatened by the increasing influence coming from Saatchi & Saatchi. Either way, a brand like Duracell shouldn't have too much trouble finding an agency to handle its creative.