Downturn prompts PR switch for Dulux

Dulux has pulled a six-figure account out of Ketchum as it embarks on a new PR strategy in response to the credit crunch.

The internationally recognised paint brand wants to encourage homeowners who cannot afford to move to redecorate instead.

EHPR will now run the brand's consumer account, believed to be worth in excess of £150,000. The consumer agency, part of the Huntsworth group, landed the account following a shoot-out with Ketchum.

EHPR will oversee brand, products and run Dulux's press office in both the consumer and retail trade arenas. It will target nationals, online and TV programmes.

'The economic challenges affecting the housing market give us the perfect opport- unity to engage homeowners who want to improve, as they cannot move,' said EHPR director Clare Hindley, who is heading up the account.

'Dulux PR activity needs to work with other disciplines to reach a wider audience - inspiring people who might not normally be in the decorating mindset to pick up a paintbrush.'

The Dulux brand has been in use since 1926. Former owner ICI was acquired by Akzo-Nobel earlier this year for £8bn.

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