PRWeek has learned that AkzoNobel asked shortlisted agencies to contact the same journalists with the same story to test how much coverage they achieved.
The story, pitched to journalists during the pitch process, was about Dulux and children’s charity Unicef teaming up to try to raise £16.7m.
Both agencies were also seen tweeting about the story. @Publicasity tweeted: Claim one of 16.7m colours from £1 each & help #unicef and #dulux save a child's life #ownacolour www.ownacolour.com/
Publicasity, through Neil Broderick (@LondonBrodge), tweeted: Feeling blue? #UNICEF has linked up with #Dulux to let you own one of 16.7m colours for £1: bit.ly/paObt2 < pls RT
It is thought AkzoNobel is close to appointing. UK head of comms Elizabeth Bickham declined to comment but did not deny the story.