AkzoNobel hands corporate brief to Tetra Strategy

The multinational giant behind Dulux has handed a significant brief to Tetra Strategy, as the agency looks to grow beyond its public affairs roots by building a corporate practice.

Boost: AkzoNobel's profile lags that of its brands, such as Dulux
Boost: AkzoNobel's profile lags that of its brands, such as Dulux

AkzoNobel, whose brands include Dulux, Cuprinol and Polycell, has charged Tetra with handling a wide-ranging corporate affairs brief in the UK.

The agency won the account, estimated to be worth a mid-six-figure annual fee, via a competitive pitch against a list of agencies thought to include incumbent Grayling, Open Road, MHP and Edelman.

Many of the company's brands have achieved high levels of recognition in the UK - last week, Dulux featured in the top ten UK 'superbrands', ahead of Marks & Spencer, Hilton and Guinness.

However, it is understood that the company, which acquired ICI for £8bn in 2008, feels its corporate profile is weaker, and has tasked Tetra with boosting the parent company brand.

AkzoNobel's UK country director, Guy Williams, said: 'Tetra's appointment to support us on a corporate programme is part of our passion for explaining our AkzoNobel business in the UK.'

Tetra, established in 2007 by James O'Keefe and Lee Petar, has traditionally focused on public affairs and government work, but plans to build dedicated corporate and digital practices to service clients such as AkzoNobel.

The yet-to-be branded corporate practice will be led by Jamie Lyons, the former deputy political editor of the News of the World, whom the agency hired in October. Ellie Gellard, a former digital comms adviser to Ed Balls, will head the agency's digital offering.

Tetra's expansion into the corporate affairs space mirrors that of Portland, Open Road and Hanover. Last month, Blue Rubicon launched Thirty Six Strategy, a political campaigning arm targeting corporate brands.

Meanwhile, City PR and corporate powerhouses are looking to expand their public affairs presence. FTI Consulting was in talks to buy Portland last year, while Maitland absorbed Euro RSCG Apex to form Maitland Political.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.