Dulux Once paint is relaunching, backed by a new TV ad campaign created by Abbott Mead Vickers.BBDO. The campaign breaks on national terrestrial TV stations on March 20, with media through New PHD. The ad, called “Previous Life”, is set in a former Amsterdam nightclub and continues the recent light-hearted theme of Dulux ads. It features a young couple painting over bright red walls and graphic images in preparation for their parents’ first visit – but the pair unwittingly leave one image uncovered. The execution ends with the strapline “Dulux Once covers a multitude of sins in just one coat”. The ad was written by Nick Worthington, with art direction by Paul Brazier. Director was Paul Gay of Outsider.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
Promoted to CMO at the fast food giant, Michelle Graham-Clare has been McDonald’s most senior UK marketer since the departure of Gareth Helm last summer.
Gabriella Neudecker replaces marketing veteran Chris Macleod, who retired earlier this year after almost 15 years with the business.