AkzoNobel Decorative Paint selected MullenLowe Group as its global creative agency, following a review overseen by consultancy R3 Worldwide.
Sources close to the matter claim the review included BBDO, TBWA and Publicis. BBH London was the incumbent on the account, which sources say is worth an estimated $50 million.
MullenLowe will be tasked with global brand strategy and communications, handled primarily by MullenLowe London, with regional support in Latin America from MullenLowe Brasil.
“To leverage our global presence and further build our brands, we need a strong creative partner who can deliver against our growth ambition,” AkzoNobel Decorative Paints chief marketing officer David Menko explained in a statement. “MullenLowe Group is the right partner that will help leverage global scale and continue to win at the local level. The paint business is in a period of transformation and we are leading the way globally via our innovation, disruptive communication, and above all our passion to improve people’s lives by helping them improving their living spaces with our products, services and tools.”
“We believe they have the right creative mind-set, strategic muscle and global account experience to deliver exciting, engaging and disruptive world class marketing communication for our brands that will have a lasting impact in the markets driving consumer and painter preference,” added global marketing director, communications Nuno Pena.
In a statement, Jose Miguel Sokoloff, global president, MullenLowe Group Creative Council said the agency was “absolutely thrilled to partner with AkzoNobel, working together to build and grow their business globally. We’re looking forward to putting the power of our challenger thinking and creativity to work to drive an unfair share of attention for AkzoNobel Decorative Paints brands.”
The agency’s first campaign for the brand is expected before the end of the spring.