Le Fevre bags Dulux trade business

LONDON - Decorating giant ICI Paints has taken on trade PR support for its flagship Dulux brand, in the form of Le Fevre Communications.

The agency won the six-figure account after pitching against three others, including incumbent Communique.

Le Fevre account director Chris Hides said the agency was putting in place its strategy for the brand.

The agency is to relaunch the Dulux woodcare and Cuprinol lines under the umbrella brand ICI Woodcare, in what Hides referred to as a campaign to 'educate the market on the repositioning.'

The effort will target professional painters and decorators ahead of changes to the products themselves.

Agency chairman Joy Le Fevre heads a four-strong team, reporting to Dulux head of customer marketing Steve Snaith and decorator marketing manager Melinda Bennett.

The appointment follows that of Ketchum Life for the consumer aspect of the business last year (PRWeek, 23 November 2001). That brief was assumed from Weber Shandwick, and took effect at the start of this month.

ICI Paints also retains Fishburn Hedges to handle an internal communications brief for the Dulux division.

The paints division of the ICI chemical giant operates 49 manufacturing sites in 25 countries. Approximately 90 per cent of its business comes from the decorative coatings side of the operation with the remaining ten per cent from protective coatings such as Cuprinol.

Seventeen per cent of the division's £2.1bn turnover comes from its business in the UK.

The division slashed 1,300 jobs across its international operations in September last year.

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