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The business is currently split between a number of agencies in Europe but ICI intends to consolidate it into a single agency.

Initiative is the incumbent in the UK, the highest value territory.

Last year, MediaCom won ICI paints' accounts in China, Indonesia, Malaysia, Singapore and Thailand.

An ICI spokesman said the company expects to conclude the review by the end of September.

The other brands in the ICI division's portfolio are Hammerite and Polycell.

Dulux sponsors 'Ugly Betty' on Channel 4, one of the network's high-profile comedies.