Dulux, which is owned by Dutch multinational company AkzoNobel, will work with Arc Hong Kong, the shopper marketing arm of Leo Burnett, which has P&G as its long-term client and boasts extensive knowledge on shopper behaviour in Asia Pacific.
Dulux uses BBH as its above-the-line creative partner. This marks the first time Dulux has appointed an agency for shopper marketing. Leo Burnett/Arc will be responsible for a new product launch targeting B2B trade and retail users, particularly professional decorators and interior design companies.
“We gained the one-year contract without a formal pitch but after sharing their capabilities and rounds of robust discussions," Lilian Leong, managing director of Leo Burnett said. “The paint product segment on the retail level is very cluttered", she added, naming Nippon Paint as a major competitor.
In 2010, Dulux launched the 'Let's colour project', billed as a global movement calling on communities around the world to paint grey public spaces with bright colours. These painting events were filmed and captured in a TV commercial directed by Adam Berg and documentaries on YouTube. The colour movement has since travelled through France, China, Turkey, South Africa and the Netherlands.
Meanwhile, Leo Burnett Hong Kong won Calbee’s creative contract for the Hong Kong and China market in mid-February. Leo Burnett worked on the account previously, in 2005.
"We are so excited about this reunion. We look forward to achieve a more successful long-term partnership with Calbee" said Margaret Chan, management supervisor of the agency.