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Duracell has appointed Grey Group MENA to lead all its brand communication for the region.

The agency will be in charge of boosting the brand’s image, exposure and performance in the MENA marketplace.

According to Karim El Masry, Duracell’s Senior VP for Central Eastern Europe, India, Middle East and Africa (CEEIMEA), on average 63 Duracell products are sold every second around the world.

On 1st March 2016, Duracell, previously owned by Procter & Gamble (P&G), found its permanent home within the Berkshire Hathaway group.