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
Dulux also retains corporate PR agency Fishburn Hedges on an internal
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.