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The business has been handled by Initiative for four years; the agency also works on sister ICI brands Cuprinol and Polycell.

Dulux has played a major role in rejuvenating the paint sector over the past few years with a focus on targeting women. In 2004, it kicked off a major campaign through its ad agency, Abbott Mead Vickers BBDO, to promote the brand as a colour consultant.

Last year, Dulux's digital agency, Agency.com, created six characters based on colours in the brand's range, to encourage customers to think about which combinations work best.

As part of its focus on women, Dulux also sponsors hit US comedy Ugly Betty, which is shown on Channel 4.

ICI conducted a review of its Asia-Pacific agencies last year. Group M's MediaCom won the paints account for China, Indonesia, Malaysia, Singapore and Thailand.

A Dulux spokesman refused to confirm the review.