DuluxGroup takes master media account to pitch
DuluxGroup, which includes the likes of Dulux Paints, British Paints, Selleys, Yates, and B&D Group, has taken its master media account to pitch, Mumbrella can reveal.
DuluxGroup confirmed to Mumbrella it is undertaking a “closed-door evaluation” of its media strategy, planning and buying services, as its contract period with its current media agency, OMD, is coming to an end.
“In fairness to all potential vendors, we are committed to strict confidentiality throughout this review process,” a DuluxGroup spokesperson told Mumbrella.
“We anticipate finalising our assessment in early May, at which point we will provide more information.”
Mumbrella understands the incumbent has been invited to re-pitch, as has GroupM’s EssenceMediacom and IPG’s Initiative.
OMD has held the account for over a decade, when it retained the then $14m account after a pitch against Carat, Mediacom and Mindshare. In 2020, the account was pitched again, and was once again retained by OMD.
OMD Melbourne’s group managing director, Kenny Stuart, said at the time: “DuluxGroup is on a journey of digital transformation and we’ve ensured that we have a team in place that can help drive that agenda across their portfolio. We are thrilled to keep DuluxGroup and their trusted brands within the OMD family.”
The agency’s current remit consists of media strategy, planning and buying across all channels for DuluxGroup.
In 2022, AkzoNobe, which owns the Dulux brand in other jurisdictions including the UK, signed IPG’s Mediahub as its global digital media agency of record, which is led from the agency’s London office.
OMD, EssenceMediacom and Initiative declined to comment when approached by Mumbrella.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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