Akzo Nobel taps M Booth for US outreach

NEW YORK: Akzo Nobel, a Netherlands-based, $15 billion paint and coatings company, has signed M Booth & Associates to a six-figure account to serve as its US AOR.

NEW YORK: Akzo Nobel, a Netherlands-based, $15 billion paint and coatings company, has signed M Booth & Associates to a six-figure account to serve as its US AOR.

Mark Schroeder, SVP and director, corporate practice, will lead the M Booth team. The firm will provide media relations, pursuit of speaking opportunities, industry relations, and branding services to Akzo, which also manufactures chemicals and pharmaceuticals.

"The product brands are well-known within their market segments," Schroeder said. "The main goal is to leverage what's going on amongst the products in the business unit by positioning the Akzo brand in the US."

Akzo's paint lines include Sikkens and International Paint. Its major pharmaceutical department is Organon.

Schroeder explained that the assignment would feature a host of media relations efforts focused on trade titles for the various business units. He added that the paint industry was a hot topic.

"The major issue within the paint industry is consolidation," he added. "The big are getting bigger, and Akzo is in a great position to compete within a consolidating industry."

M Booth will also locate speaking engagements for Hans Wijers, global CEO and a former Netherlands finance minister, as well as US-based executives at "high-level" venues.

Schroeder said M Booth will also highlight Akzo's achievements in the US, such as its recent opening of a biotech research center in Cambridge, MA. Akzo employs more than 5,000 people in the US.

Schroeder said that the agency will work closely with Aspect PR, the firm behind Akzo's global strategy.

"Aspect is filled with young people who are hungry," said Schroeder. "We're looking at this relationship as a great opportunity for accounts in the future. They can help us over there, we can help them here."

M Booth won the business through a referral after the agency met with Akzo's global communications team.

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