Interpublic Group agency Mediahub has been named as AkzoNobel’s global digital media agency of record (AOR) following a six-month review.
AkzoNobel – a Dutch multinational company, owns brands such as Dulux, Sikkens, Hammerite and Alabastine – ran the review through MediaPath and will continue work with Mediacom for its offline media planning and buying.
The move is part of a drive led by AkzoNobel to revamp its approach to media.
A key component of the brief is data strategy, and the agency will help consolidate the company’s technology stack and develop a future-proofed approach to digital media.
For this reason, IPG’s customer intelligence company Acxiom was front and centre in Mediahub’s pitch.
Led from Mediahub’s London office with support from regional and local hub teams in the Netherlands, Singapore, Argentina, and Russia, this is the first time that AkzoNobel has appointed a digital media AOR.
The appointment follows a spate of recent wins for the fast-growing IPG media agency, including Farfetch, New Balance, Slack, Twitch, Pinterest, and Little Moons. Mediahub’s remit will cover all forms of digital media.
Kim Potters, AkzoNobel commercial marketing director, said: “we are delighted to appoint Mediahub as our Global digital media agency. They showed immense passion throughout the process combined with a strong understanding of our business, consumer and vision for digital marketing, and we look forward to transforming our approach to digital media with them.”
Ross Jenkins, Mediahub CEO EMEA & APAC, said: “AkzoNobel are a global leader in paints for consumers and businesses and now wish to supercharge their growth with the transformation of their digital media. This is a significant global win for Mediahub and was delivered via a potent mix of human insight, technology, and media creativity.
“We believe the international model is ripe for reinvention and companies like AkzoNobel are seeing the value in more centralised operating models that enable them to be faster, smarter, and better codified. We very much look forward to working with Kim and the rest of AkzoNobel’s teams across the world to accelerate their digital marketing.”