ICI GIVES IT ALL TO BBDO
By Adnews Staff
British-based ICI Paints consolidated its $46.5-million(US) worldwide ad account for Dulux and Glidden brands this week with New York-based BBDO. The agency's London office will be the lead shop on the business. The idea behind consolidating with one agency is to obtain cohesive advertising and cost effectiveness, North American strategic planning and marketing vice-president Chris Maby told Adnews yesterday. BBDO won the business in a competition with three other ICI agencies: J. Walter Thompson, Saatchi & Saatchi Advertising and Lintas Worldwide. JWT was in the final shootout with BBDO. The latter already handles advertising in Australia. JWT has Europe and parts of Asia. Lintas has most of Asia. North American advertising is currently created by Saatchi's New York and Toronto offices working together; BBDO will continue in the same arrangement. The budget for Canada is $1.5 million. All regions will complete the transition to BBDO by the end of this year.