Icas PR has won the Crown paint consumer account after a four-way
pitch which included 20-year incumbent Charles Barker. Icas pitched
against Charles Barker, Countrywide Porter Novelli and Manchester-based
Staniforth PR. The account involves a six figure fee.
Icas will handle PR both for the Crown paint range and the Sandtex
masonry paint range which are both owned by manufacturer Akzo Nobel.
Carl Courtney, managing director at Icas who will have a team of six,
said: ’The main challenge is to build the Crown brand and convert the
Dulux die-hards. We need to make sure that spring 2000 is massive for
Crown and Sandtex.’
Courtney said Icas would be aiming to build the brand with a relatively
small number of more exclusive media partnerships rather using a
Crown has recently improved its market share within the fast expanding
DIY sector with some aggressive brand building. The brand’s revenue has
increased by 30 per cent in the last year against a 12.6 per cent market
Icas already has other home maker clients such as Courts Furnishers and