• by Steve McClellan  @mp_mcclellan, February 11, 2022

Global paint giant has named Interpublic Group’s Mediahub as its global digital media agency of record after a six-month review.

The Amsterdam-based company spends an estimated $30 million on digital media annually and another $35 million on offline media according to agency research firm COMvergence. WPP’s MediaCom, which previously handled both digital and traditional media chores for the client will continue to handle offline media planning and buying.

AkzoNobel, which owns brands including Dulux, Sikkens, Hammerite and Alabastine, ran the review with assistance from MediaPath.    

The appointment is part of a drive by AkzoNobel to transform its approach to media. Data strategy was a key component of the brief, and the agency will help consolidate the multinational’s technology stack and develop new approach to digital media. IPG’s customer intelligence company Acxiom was front and center in Mediahub’s pitch.    

Led from Mediahub’s London office with support from regional and local hub teams around the world, this is the first time that AkzoNobel has appointed a digital media AOR.    

Kim Potters, Commercial Marketing Director, AkzoNobel, said Mediahub “showed 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.” 

The appointment follows a spate of recent wins for Mediahub, including Farfetch, New Balance, Slack, Twitch, Pinterest, and Little Moons.