Akzo Nobel has appointed Initials Marketing to handle its below-the-line account for the UK business.

Initials will be responsible for creating retail and trade campaigns across the entire brand range which includes Dulux as well as, Cuprinol, Hammerite and several specialist trade brands.

The agency will report in to Stephen Edwards, senior marketing manager for professional customer and communications at AkzoNobel.

Edwards said: “This is an important appointment for us, and we went through an extensive selection process, managed for us by Rosie Doggett of RAD Consulting, before shortlisting three companies. We were looking for an agency that would help us drive category growth for both our consumer and trade brands, and Initials demonstrated the right blend of strategic capability and creative firepower. The agency’s experience of working with both manufacturer and retailer brands is impressive and we are looking forward to working with the team there.”

Richard Barrett, managing director at Initials Marketing, said: “Our strategy will be to encourage people to reassess both their inside and outdoor spaces in a completely different way. We aim to break the mould of how paint manufacturers traditionally provide just inspiration.

“The opportunity to work on such an iconic brand as Dulux, as well as the complete range of both retail and trade brands in the Akzo portfolio, gives us scope to inject creativity in a market which has generally been very traditional in its approach.”