IPG Mediabrands won the account from long-serving incumbent OMD Melbourne, following a competitive pitch.
DuluxGroup has appointed Mediabrands as its strategic media partner and Australian media agency of record.
B&T understands Mediabrands won the DuluxGroup pitch several months ago but was officially appointed as their media agency of record this week after contract negotiations concluded.
Mediabrands built a bespoke agency offering called TeamInspire, that will utilise expertise and proprietary tools from across the Mediabrands’ brand portfolio. It is thought DuluxGroup spends about $20 million on media.
TeamInspire will be led by Group Director, Felix Mason, a group business director at Initiative, with the team split between Melbourne and Sydney.
TeamInspire’s remit encompasses full funnel media strategy, planning and activation across all channels, for DuluxGroup’s brand portfolio.
TeamInspire will work with several brands across the DuluxGroup portfolio including Dulux, Cabot’s, Porters Paints, Selleys and Yates.
Work has already commenced with campaigns including the launch of new Dulux Wash and Wear have already hit the market.
“After being informed of the successful outcome of our pitch several months ago, and immediately commencing work with DuluxGroup, we are now able to officially go to market and announce our partnership,” Mediabrands chief operating officer Geoff Clarke told B&T.
In a press statement, he added: “DuluxGroup chose to work with us based on our broad expertise; a clear strategy that delivered its vision; and our clear understanding of the brand’s ambitions, as well as our appreciation for the nuances of the retail sector.
“TeamInspire brings together some of the very best media experts from across the group and we have built a highly proficient team of craft leading specialist that will deliver an outstanding and strategic media function for DuluxGroup.”
Antoinette Tyrrell, Group Capability Director – Brands and Digital, DuluxGroup said: “We are delighted to partner with Mediabrands at a critical time in our company’s growth evolution.
“Mediabrands ability to provide a custom-built service proposition for the DuluxGroup is a key factor in our decision. Not only will this allow each of our many brands to receive a custom-built service proposition, it also enables Mediabrands to apply learnings across each brand while delivering bespoke business outcomes. Ultimately this will lead to best-in-class solutions that drive real growth.”
