The Interpublic integrated agency will run a global hub for the business out of the London office, with regional support from MullenLowe Brazil for the brand’s key Latin America market. Bartle Bogle Hegarty will continue to handle the UK account for Dulux.
MullenLowe will be responsible for global brand strategy and communications, with the first work breaking in spring.
BBH London won Dulux’s global account in 2011 and will continue to work on the brand’s advertising in the UK, while its Shanghai and Singapore offices will also continue to work on the account in Asia. However, the London office resigned the business last year in all other markets.
R3 Worldwide handled the pitch process, which began last October. MediaCom handles AkzoNobel's global media for all its brands and is unaffected by the review.
Nuno Pena, global marketing director communications at AzkoNobel Decorative Paints, said: "[MullenLowe] has the right creative mindset, strategic muscle and global account experience to deliver exciting, engaging and disruptive world class marketing communication for our brands that will have a lasting impact in the markets driving consumer and painter preference.
"Also, beyond the professionalism and experience of the agency network, they have the people on the team to make all the difference on a day to day basis and I am looking forward to working alongside them to achieve great success together."
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