Akzo to review its corporate ID after acquisition of ICI

Akzo Nobel, the Dutch chemicals conglomerate, is on the hunt for an advertising agency to handle the multi-million pound global positioning of its corporate brand following its acquisition of ICI, the UK chemicals giant, earlier this year.

The brief will be run out of Akzo’s Dutch headquarters and is understood to be managed by the Haystack Group.
ICI’s Dulux paint brand, which is handled by Abbott Mead Vickers.BBDO in the UK, will not be affected by the review. Akzo owns the Crown Paint brand, handled in the UK by TBWA Manchester, which will also not be affected.

Akzo acquired ICI for £8.12bn earlier this year. The new owner has said it is “very possible” it will retain the ICI name, yet it is understood no formal decision has yet been made (MW August 16).

Hans Wijers, Akzo chief executive officer, says the company will retain ICI’s Dulux paint. Akzo is keen to merge ICI’s paints business with its own in a bid to make savings of close to £200m.

MediaCom was appointed to the £30m pan-European media planning and buying business for ICI Paints, following a three-way pitch against incumbents Initiative and OMD (MW September 20). Initiative handled the account in the UK and Ireland.