Mediabrands wins DuluxGroup media pitch
DuluxGroup has appointed IPG’s Mediabrands as its Australian media agency of record and strategic media partner, following a competitive pitch earlier this year.
As revealed by Mumbrella, DuluxGroup took its master media account to pitch in March as its contract with the incumbent, OMD, was coming to an end.
OMD worked with the brand for over a decade, after it retained the then $14m account in 2014 following a pitch against Carat, Mediacom and Mindshare. In 2020, the account was pitched again, and was once again retained by OMD.
To service the account, which includes the likes of Dulux, Cabot’s, Porters Paints, Selleys, and Yates, Mediabrands has created a bespoke agency offering, ‘TeamInspire’.
Led by group director Felix Mason, TeamInspire will utilise expertise and tools from across Mediabrands’ brand portfolio, across Sydney and Melbourne.
COO of the agency, Geoff Clarke, said the appointment reinforces Mediabrands’ strength and ability to strategically partner with iconic brands.
“We are thrilled to be working with DuluxGroup to build its roster of premium brands; support its ambitious growth plans; and engage new audiences,” he said.
“DuluxGroup chose to work with us based on our broad expertise; a clear strategy that delivered its vision; and our clear understanding of the brand’s ambitions, as well as our appreciation for the nuances of the retail sector.
“TeamInspire brings together some of the very best media experts from across the group and we have built a highly proficient team of craft leading specialist that will deliver an outstanding and strategic media function for DuluxGroup.”
DuluxGroup’s group capability director for brands and digital, Antoinette Tyrrell, added: “We are delighted to partner with Mediabrands at a critical time in our company’s growth evolution.
“Mediabrands ability to provide a custom-built service proposition for the DuluxGroup is a key factor in our decision. Not only will this allow each of our many brands to receive a custom-built service proposition, it also enables Mediabrands to apply learnings across each brand while delivering bespoke business outcomes. Ultimately this will lead to best-in-class solutions that drive real growth.”
In 2022, AkzoNobe, which owns the Dulux brand in other jurisdictions including the UK, signed IPG’s Mediahub as its global digital media agency of record, which is led from the agency’s London office.
Work has already commenced.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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