25.07.10
AkzoNobel acquired ICI in January 2008, creating the biggest global paint company. With the ICI acquisition came ‘Dulux’, which AkzoNobel planned to develop into a truly global brand with a clear purpose – ‘to add colour into people’s lives’.
Oystercatchers’ role was to advise on the structure and type of global agency partnership to help create their vision. They had a need for an agency that could support the global brand team in the development and execution of powerful, integrated communications and activation campaigns.
Oystercatchers worked closely with the marketing and brand teams in Shanghai, Sao Paulo, Paris and London to review the existing AkzoNobel agency roster. We also searched across the market to ensure we included the ‘best of the rest’.
Oystercatchers and the client team worked closely to run a series of chemistry meetings to select a shortlist of four agency networks to pitch.
Each agency team had a half-day, face-to-face briefing session, which included presentations from the Marketing Directors of the key regions – Brazil, France, UK, China and the Global Team. We held further chemistry meetings in each of the regions to ensure the local teams were fully included and engaged. Final pitch presentations to a full international marketing team were held at each of the agencies.
The result was the appointment of Euro RSCG. Apart from running a highly complex process, Oystercatchers played a key role in enabling and facilitating the decision making process. We also advised the procurement team on the contractual side of the final agency appointment.
‘The whole process galvanised and inspired our internal marketing teams around the world. Thanks to Oystercatchers, we now have one global agency partner across our key markets.’
Kerris Bright, Global CMO, AkzoNobel