NEWS: Dulux launches dollars 50m global pitch

J. Walter Thompson and BBDO Worldwide were this week locked into a battle for Dulux’s dollars 50 million, full-service worldwide account.

J. Walter Thompson and BBDO Worldwide were this week locked into a

battle for Dulux’s dollars 50 million, full-service worldwide account.

ICI Paints, which owns the Dulux brand, kicked off the secret review

just three weeks ago. Both agencies pitched formally on Wednesday

morning to Dulux’s retail marketing manager, Kitty Hulme. The ultimate

decision will come down to Hulme and ICI Paints’ European chief

executive, Denis Wright.

JWT’s pitch was led by Chris Jones, JWT Worldwide’s co-president, while

Abbott Mead Vickers BBDO’s team was led by David Abbott, its joint

chairman and creative director, and Michael Baulk, its chief executive.

Dulux is understood to be eager to reach a decision before Christmas.

The winning agency will run the account from the UK.

Dulux currently uses four agencies to service its global business -

Saatchi and Saatchi for the US business; BBDO Worldwide for Australia;

Lintas for the Far East; and JWT, which handles the business in the UK

and Ireland, and in several other markets across Europe.

The two-way pitch effectively means that Lintas and Saatchis have been

struck from the Dulux roster.

According to sources close to the account, the Slough-based ICI Paints

is planning to launch Dulux as a global brand next year. It is

understood to be keen to appoint an agency network to act as a brand

‘guardian’, which may see the famous Dulux dog being rolled out

worldwide. In the US, Dulux is marketed under the name Glidden, although

the brand may be relaunched as Dulux in 1996.

JWT picked up Dulux’s pounds 12 million UK account from BMP DDB Needham

in January 1993. BMP had held the account for seven years.

Hulme failed to return Campaign’s phonecalls and nobody at AMV or JWT

was available to comment as Campaign went to press.


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