MediaCom is the global media agency for Akzo Nobel and the agency has been the non-digital AOR of Akzo Nobel Swire Paints since 2006.
The new digital assignment sees the consolidation of all media planning and buying into MediaCom, along with BBH, its creative agency partner in China.
Akzo Nobel is the largest global paints and coatings company and a major producer of specialty chemicals, including the well-known paint brand Dulux,
In 2010, Dulux launched the 'Let's colour' project, a global marketing initiative which called communities around the world to cover dull public spaces in bright colours.
These painting events were filmed and captured in a television commercial directed by Adam Berg and documentaries that were posted on their YouTube channel. The movement has since travelled through France, China, Turkey, South Africa and the Netherlands, and continues colouring public spaces across the globe.
In May 2010, Dulux brought its 'Let’s colour” campaign to China — appearing in major cities such as Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu — and providing people with the opportunity to showcase their ingenuity and change their living environment.
Commenting on the appointment, Karen Yin, marketing director, Akzo Nobel Swire Paints Shanghai, said: “Dulux acts as a catalyst to renew people’s lives, both emotionally and physically, by bringing new colour to every renewal moment in life's journey. In the new assignment, we are expecting to reach a new level with the agency’s in-depth understanding of digital communications.”
Most major paint manufacturers, both local and international, are competing in the China market, including Nippon, Bauhinia and 3A Green paint.
