BBDO has beaten J Walter Thompson to secure the entire 32m Dulux account as part of a global realignment. The business will be handled from London through Abbott Mead Vickers.BBDO.
The account was previously split as follows: JWT ran the UK, Ireland, Germany and India; BBDO the business in Australia; Ammirati & Puris/Lintas was responsible for the Far East; and Saatchi & Saatchi for the US, where Dulux is marketed under the Glidden brand name.
Following a secret pitch in November, the parent company ICI Paints is believed to have selected a single agency to focus on the Dulux dog and the Dulux brand name worldwide. The Glidden brand name is expected to be dropped.
Chief executive of ICI Paints Europe Denis Wright says: “ICI Paints is totally committed to realising and increasing the benefits of its global position. While we recognise the importance of effective local marketing, a business which gives equal importance to both local and global performance will, in the long run, be more successful.”
JWT has picked up the 5m Post Office Counters account, handled by GGT for the past six years, in a statutory review.