Dulux Group pitches media account, appoints DDB to creative portfolio for paints business

Dulux Group is pitching its media account, and has appointed DDB to its creative account spanning the paints portfolio following a separate creative pitch, Mumbrella can reveal.

Mumbrella understands BMF was the incumbent on the recent account shift, which is worth around $4m annually. The painting and coating brands captured by the appointment include Dulux, British Paints, and Berger.

The media account, meanwhile, is held by DDB’s Omnicom stablemate, OMD, which last defended the business in 2014.

DDB’s appointment does not affect the account covering B&D Doors and Selleys, which was won by Thinkerbell just two months ago, in August, off the back of a pitch. DDB previously won the digital account for B&D last June, but this shifted to Thinkerbell as part of the August shake up. Thinkerbell is also developing a brand platform for B&D, which is due to launch later this year.

“Previously we’ve worked with several agencies across our extensive portfolio of brands. To maximise our market impact going forward, we’ve brought them under one umbrella agency with DDB as our lead creative agency,” said Dulux’s general manager of marketing, strategy and growth, Richard Hansen.

“We were extremely impressed with DDB’s strategic smarts and creative ambition, particularly with their focus on brand and what’s needed as an overall approach for success. We know DDB will be true business partners for Dulux and we look forward to working with the talented team for years to come.”

Dulux declined to comment on the media pitch. Mumbrella contacted BMF and OMD for comment.

In March, Dulux appointed independent media agency, Speed, to B&D’s communications strategy account, and last year assigned its trade communications to Channel T.

DDB’s CEO, Andrew Little, added: “We have been working with Dulux via British Paints for several years now and are thrilled to be expanding our relationship to work across their suite of iconic Australian brands.

“It has been an incredible year for DDB Melbourne, even with the headwinds of COVID-19, and we’re looking forward to driving greater impact for Dulux in the future.”

DDB underwent a rebrand last year

DDB’s recent work includes new campaigns for McDonald’s – which earlier this year consolidated its creative account with the agency – and Coles, which added DDB to its agency roster in March. The agency has also won Kmart, Netflix, LinkedIn, and Johnson & Johnson this year. Last week, its former CEO, Chris Brown, became chief marketing officer at McDonald’s.

BMF, meanwhile, hired a new creative director and associate creative director last month, and won the account for Indigenous tourism business Voyages in July.


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