Quadrant’s global agency wins mega PR business
The Quadrant Company’s global agency, MSLGroup, has won the Public Relations account of paint and chemical manufacturing giant, AkzoNobel, the global franchise owner of one of Nigeria’s leading paint brands Dulux.
MSLGroup was recently declared winner of the mega business following a keenly-contested competitive review that saw the Dutch multinational review pitches from the major holding groups in an attempt by AkzoNobel to consolidated its global communications and public affairs duties with a single agency.
The business which takes effect in the next couple of months is believed to be worth between €5m to €10m according to Holmes Report, will focus on AkzoNobel’s corporate brand, including some aspects of support for Dulux and the numerous other paint, performance coating and chemical brands that the $15bn Dutch MNC owns.
The assignment marks one of MSLGroup’s biggest global wins since the Publicis Groupe network came into force in 2009. But there are indications that Quadrant, its Nigerian partner may not have any part in this deal because AkzoNobel, does not have a direct presence in Nigeria. The company’s top brand Dulux paint, which is a market leader in Nigeria have long been franchised to CAP Plc. And at the moment the PR brief for Dulux is still warehoused with Indigo.
MSLGROUP is a public relations network of companies, the company is part of the French multinational Publicis Groupe. Its alignment with Nigeria’s Quadrant is a fallout of a groundbreaking equity partnership between Publicis and Troyka, Quadrant’s holding company, early 2016. Quadrant, by the spirit of this alignment is supposed to carter for MSLGroup clients’ business interest in Nigeria.
MSLGroup’s agency roster includes the core firm’s consumer and digital offering, along with specialist expertise in such areas as corporate/PA (CNC), sustainability (Salterbaxter) and design (MSL London). The assignment will be led from London by CNC MD Ben Curson, supported by local MSL offices and affiliates.
The review came one year after AkzoNobel corporate relations director Leslie McGibbon told the Holmes Report of his work to centralise communications, in a bid to ensure that the company behaves more like an operating company with its own brand. The hire of a single agency group, he added, will help deliver “a far more consistent approach to building an AkzoNobel brand around the world.”
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