ICIPaints.com Archive
Dulux and Akzonobel score a hat-trick in Marketing
June 2008
AkzoNobel beat off strong competition to win a trio of top honors at the annual Marketing Society Awards for Excellence held recently in the UK.
As well as winning both the Marketing Communications and Marketing Capability categories, the company also went on to receive the evening's biggest prize ' the Grand Prix for Excellence in Marketing. The coveted honor is awarded to the entry which "best demonstrates marketing excellence" and "pushes the boundaries of what marketing can achieve. "
The success in the Marketing Communications category was a major achievement for the company's Dulux brand, with its "We know the colours that go" campaign edging out a Cadbury's chocolate advert which featured a drumming gorilla (the primate was seen playing along to Phil Collins' "In the Air Tonight").
"We're delighted to have won this prestigious award, " said Dulux Marketing Director Matt Day. "The campaign has played a major role in driving strong brand share by positioning Dulux as the colour expert in the minds of consumers. "
But it was the Marketing Capability entry which impressed the judges so much that it went on to win the prestigious Grand Prix. The company won the category in recognition of its Advance Marketing Capability program, which had a clear impact on the financial performance of the business.
Added Kerris Bright, Chief Marketing Officer for AkzoNobel Decorative Paints: "Winning both of the categories we entered plus the prize of prizes, the Grand Prix, is a fantastic achievement, especially when you consider how tough the competition was. I feel enormously proud that our business has been recognized in this way. "
Recognized for its clear impact on the financial performance of the business, AkzoNobel's marketing capability program was developed in conjunction with marketing capability consultancy Brand Learning.
