ASIA-PACIFIC GroupM is understood to have scooped a chunk of ICI Paints's business across Asia-Pacific following a final shoot-out against ZenithOptimedia.
The account is expected to shift to MediaCom. The GroupM agency has been recommended by ICI Paints's global marketing department, with final approval to be given by the Asian marketing team next week.
The pitch, described as "long, bitter and painful" by one observer, was contested over nine months. ICI Paints's regional media spend is estimated at US$40 million.
The win covers China, Indonesia, Malaysia, Singapore and Thailand - ICI Paints's key Asian markets - where it competes for the market lead with Nippon Paint.
GroupM already handles ICI Paints in China, but takes the business from OMD in Singapore and Malaysia.
ZenithOptimedia held the account in Thailand, but is believed to have fallen out of the running as Publicis sibling Starcom handles Nippon Paint in China.
ICI Paints is led by flagship brand Dulux, which skews towards a more premium target audience. Key rival Nippon is considered stronger among mass market buyers.
GroupM and ICI Paints declined to comment.
The media alignment is part of the UK-based company's strategy "to drive profitable growth in Asia-Pacific" according to its website. The company earns 15 per cent of its revenues in Asia, which is its third-largest market after North America and Europe.
Ninety per cent of ICI Paints's business is in decorative and architectural paints, while the rest comes from specialist coatings for food and beverage cans.
