Dulux owner Akzo Nobel appoints Initials Marketing for below-the-line campaigns
Dulux owner Akzo Nobel UK has appointed Initials Marketing to handle its below-the-line account following a competitive pitch.
Appointment: Initials Marketing will handle below-the-line campaigns
The agency will create retail and trade campaigns for the decorative paints and chemicals manufacturer, which also includes brands such as Cuprinol and Hammerite in its business.
Richard Barrett, managing director at Initials, said: “Our strategy will be to encourage people to reassess both their inside and outdoor spaces in a completely different way. We aim to break the mould of how pain manufacturers traditionally provide just inspiration.
“The opportunity to work on such an iconic brand as Dulux, as well as the complete range of both retail and trade brands in the Akzo portfolio, gives us scope to inject creativity in a market which has generally been very traditional in its approach.”
The agency will report to Stephen Edwards, senior marketing manager for professional customer and communications at Akzo, who said the company was aiming to drive growth for consumer and trade brands with the appointment.
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