DDB has landed U.S. creative duties on Glidden paints after two months of meetings with the company, the agency confirmed today.
The Omnicom Group shop, with help from subsidiaries such as Tribal DDB and Etcetera, will handle traditional advertising, digital efforts, package design and store display work. Projected media spending is $25 million.
Previously, Glidden, part of AkzoNobel Paints (formerly ICI Paints), used agencies on a project basis, including Omnicom's EnergyBBDO in Chicago.
DDB presented strategic and creative ideas during a handful of meetings with client executives, said sources. Talks between DDB and the Strongsville, Ohio-based Glidden began in December.
"DDB brought us terrific nontraditional ideas that will generate awareness of Glidden's dramatic new products and drive brand insistence in the larger retail home improvement stores," said Rob Horton, vice president of marketing for AkzoNobel Paints U.S. "Working with the innovative team at DDB will be critical as we look to grow our business and lead in the category."
DDB New York president Peter Hempel, in a statement, said he was "thrilled" to "help this 100-year-old brand find a new voice and greater relevance in its field."
Amsterdam, the Netherlands-based Etcetera is a design shop known for its package and display work. It has worked for Glidden parent AkzoNobel for 15 years and introduced DDB to the client, said a source.
Glidden's past major media spending has been relatively modest. Last year's total exceeded $4 million, up from about $2 million in 2007 from less than $1 million in 2006, according to Nielsen Monitor-Plus.