Now Dulux ditches Euro RSCG and takes the ‘think global, act local’ route

It’s not been a good couple of weeks for Havas-owned Euro RSCG, with two big clients Jaguar and Dulux both opting to depart the agency and go for more local operations.

Dulux, now owned by Sweden’s Akso Nobel, has decided not to have a worldwide agency but to cherry pick agencies across markets.

For Euro, and its go-go boss David Jones, this means two stark reverses in the space of a month. First Jaguar, now owned by the Tata family in India, decided to exit Euro in favour of a new in-house agency Spark 44 and now Dulux has given it the bum’s rush.

But this is the way the world works these days.

Clients no longer award accounts to agencies but dish out briefs to a bunch of eager agency handmaidens. Sir Martin Sorrell at WPP is trying to counter this by offering his own ‘pick and mix’ goodie bags from the whole of JWT, O&M, Y&R and Grey.

Dulux is a funny one. When it was owned by ICI in the UK its paints advertising was very high profile, using Old English sheepdogs as I recall. But essentially ICI was a commodities-based B2B business, as is Akso Nobel.

So the consumer stuff is (and was) the fairy on the top of the Christmas tree.

But this is still bad news for Euro RSCG and yet another opportunity for those pesky independents to pinch business from the big holding companies.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.