Crown hires Icas to convert the paint ’die-hards’

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 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

blunderbuss approach.



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

average.



Icas already has other home maker clients such as Courts Furnishers and

Wimpey Homes.



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