McCann Erickson pockets creative duties of Dulux Paints

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | August 01, 2011
While BBH was appointed as the paint brand's global agency early this year, McCann Erickson is said to have won the business for India. The win comes right after the agency bagged the creative duties of telecom player Aircel.

Just days after wining the account of telecom player Aircel, McCann Erickson has won the creative duties of Dulux Paints from the house of AkzoNobel. While the company had appointed BBH as the global agency early this year, through a multi-agency pitch, McCann is said to have bagged the business for India.

Confirming the development, spokesperson from Dulux India, says,"We are confident of McCann's understanding of our country and their ability to bring alive the connection between the ethos of India and brand Dulux - both of which exemplify, 'Adding colour to the peoples' lives."

According to various media reports, the size of the global business is said to be about 60 million pounds; exactly what part of that business McCann Erickson will handle could not be obtained at the time of filing this report.

Speaking to afaqs!, Prasoon Joshi, executive chairperson, McCann Worldgroup India and regional creative director, McCann Asia Pacific, says, "I am looking forward to working together and creating great work on the brand."

AkzoNobel, the parent company, had called for a global pitch in March, which was prompted by the paint brand's split with its global ad agency, Euro RSCG London. BBH had also pitched for the business in 2009, which was later won by Euro RSCG.

In 2010, Euro RSCG worked towards the launch of one of the major campaigns for the brand - Let's Color - based on the concept that with Dulux products, one can replace grey spaces with vibrant colour.

At the time of the global pitch, McCann London had created a campaign for Dulux to celebrate the 50th anniversary of the Dulux Dog appearing in its ads. The agency also handles the creative duties of other brands such as Cuprinol and Ronseal.

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