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 beating three others,
including the incumbent Communique, in a competitive pitch.
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 the four-strong team on the account,
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
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.