Global paint company AkzoNobel hires Mischief for consumer push

Global paint company AkzoNobel has appointed Mischief to cover the PR for four of its brands.

Dulux dog: one of the AkzoNobel brands
Dulux dog: one of the AkzoNobel brands
The agency will handle the consumer PR for Dulux, Cuprinol, Polycell and Hammerite. It will also run all press office operations across all four brands.

It is thought the budget is worth more than £700k.

Mischief won the account after a pitch process that saw it compete against another shortlisted agency Publicasity to contact the same journalists with the same story to test how much coverage they achieved.

It is thought the incumbent PR agency was Grayling. The new appointment will see Mischief work with AkzoNobel’s agency roster, which includes BBH, MediaCom, McCann Erickson and Glue Isobar.

Mischief CEO Mitchell Kaye said: ‘We will be working on brand activation and growing market share in a very-consumer focused remit.

‘We’re looking forward to working with all AkzoNobel’s agencies in a fully integrated campaign.’

The account will be led by Kaye and creative director Daniel Glover and they will report to AkzoNobel’s Northern Region EMEA marketing director Matt Pullen.

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