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.