The company behind the Dulux, Polycell, Cuprinol and Hammerite brands has appointed Rapp to handle its international digital account – worth an estimated £10m – covering its CRM activity.
AkzoNobel – formerly ICI – appointed the agency without a pitch; it will work on both consumer and business to business work. The agency will devise a digital CRM programme to encourage loyalty among professional painters and decorators for brands such as Dulux Trade.
Rapp’s UK office will lead the business but will be supported by its network of agencies across 36 countries. It has also been charged to redevelop and launch a global website, which will replace existing local market sites.
AkzoNobel continues to work with Glue Isobar on its UK digital business, while the ad account is handled by BBH, which was appointed in June last year.
Headquartered in Amsterdam, AkzoNobel operates in more than 80 countries, and employs nearly 55,000 people. Following the acquisition of ICI, the company restructured in 2008, and rebranded the same year. Due to high revenues from the sales of its pharmaceutical business, AkzoNobel was the world’s most profitable company in 2008.
