DuluxGroup has, following a competitive pitch, appointed Mediabrands its strategic media partner and Australian media agency of record.
The incumbent was OMD and industry insiders said the pitch mix included GroupM’s EssenceMediacom.
To service the account, Mediabrands has built a bespoke agency offering, TeamInspire, utilising expertise and proprietary tools from across Mediabrands’ brand portfolio.
TeamInspire will be led by group director Felix Mason with the team split between Melbourne and Sydney.
The team's remit encompasses full funnel media strategy, planning and activation across all channels, for DuluxGroup’s brand portfolio.
Mediabrands COO Geoff Clarke said the appointment further reinforced the strength of the company’s offering and its ability to strategically partner with iconic brands by employing the talent and resources from across its entire agency portfolio.
“We are thrilled to be working with DuluxGroup to build its roster of premium brands; support its ambitious growth plans; and engage new audiences," he said.
“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 the brand is delighted to partner with Mediabrands at a critical time in the company’s growth evolution.
“Mediabrands ability to provide a custom-built service proposition for the DuluxGroup is a key factor in our decision," she said.
"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.”
TeamInspire will work with many brands within the DuluxGroup portfolio including Dulux, Cabot’s, Porters Paints, Selleys and Yates.
Work has already started with campaigns including the launch of new Dulux Wash and Wear have already hit the market.
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