MullenLowe London has won the global AksoNobel consumer business, worth about S50m, in partnership with MullenLowe Brazil. AksoNobel’s main brand is Dulux.
The business moves from BBH, which tried hard with Dulux but never quite cracked it. MullenLowe pitched against Publicis, BBDO and TBWA so that makes it a good win for the agency which has been in a state of flux since Mullen (Boston-based) and Lowe merged last year. Both agencies are owned by Interpublic.
AkzoNobel Decorative Paints global marketing director Nuno Pena says: said “We are very pleased with the appointment of MullenLowe Group as our global agency partner. We believe they have the right creative mind-set, 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.”
Well you can’t say fairer than that. It’s an important win for Lowe which remains strong in Latin countries in Europe and South America.