Ketchum Life wins Dulux trade and consumer job

Ketchum Life has won a four-way pitch to scoop the entire consumer

and trade PR business for leading paint brand Dulux.



Dulux-parent group ICI Paints handed Ketchum the account in place of

incumbent Weber Shandwick Worldwide after a two-month long review

process, revealed by PRWeek in September.



It is believed Ketchum pitched against agencies including Freud

Communications and Lexis PR for the remit



Ketchum will take on the full brief from WSW on 2 January, but will

start work on the Dulux Nature's Touch range from next month.



The account will be managed by Ketchum director Serena de Morgan, with

support from associate directors Richard Brett and Susannah Baker on

media relations, and Susanna Flynn working on influencer activity.



The agency said this campaign will have a media focus and include

talking directly to home interest enthusiasts to 'create significant

word of mouth'.



'We're going to establish a Dulux media centre and work on developing a

campaign for the new Nature's Touch range, but in terms of specific

activity for Dulux as a whole, it's too early to say,' said Brett.



The Nature's Touch range launches in stores this month, with a major PR

campaign focus next Easter.



The Ketchum team reports to Dulux marketing controller Phil Kent and

marketing director Kerris Bright.



Kent said: 'We went through a fairly exhaustive process to reach our

decision.'



Dulux also retains corporate PR agency Fishburn Hedges on an internal

communications account.



Dulux parent firm ICI Paints is headquartered in Slough, and

manufactures paints in 26 countries.



ICI Paints is a division of the ICI chemical giant, which slashed 1,300

jobs worldwide at the start of the month in response to an 11 per cent

drop in profits for the three months to September.



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