Bartle Bogle Hegarty wins £60m Dulux – but what’s it going to do about that damned dog?

Bartle Bogle Hegarty has won Akzo Nobel’s £60m global Dulux account, another welcome sign that the UK’s leading blue chip creative agency is returning to form.

The agency has been languishing in the new business stakes recently (by its own high standards) and has also been bedevilled by industry gossips speculating about its seeming inability to produce a campaign for British Airways (one’s due in the autumn).

It’s not such good news for Euro RSCG London which won the account in 2009 and was dumped this March or for Akzo Nobel roster agency McCann Erickson which must have fancied its chances, having been called upon to make an ad to celebrate 50 years of the paint company’s iconic Dulux Old English Sheepdog earlier this year.

It’s not great though, is it? Wonder what new creative director Linus Karlsson would have done with it (stuck it in a sauna probably).

And maybe that damned dog is the problem. Like the Andrex labrador puppies or the shadow of Eva Herzigova’s boobs for Wonderbra (another recent win for BBH), such properties are usually more of a curse than a help for newbie agencies.

Here’s the omniscient mutt from !986 (by FCB I think).

Good luck chaps.

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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.