ASIA-PACIFIC – SHANGHAI, CHINA, FEBRUARY 18, 2011 – Euro RSCG Shanghai has been named digital AOR for Dulux following a five-way pitch. The agency is tasked with digital creative, driving online buzz, and online media planning and buying.
The win strengthens the relationship with AkzoNobel-Dulux, as Euro RSCG Shanghai was named AOR for its creative business in December 2009 as part of a global alignment. It reflects a renewed focus on digital and the brand’s need for a partner that can help them grow and improve their presence in China’s online space.
As well as creative campaigns, Euro RSCG Shanghai worked on a digital project for the environmentally-friendly product Dulux ARG (All-round Guard) last year. Aimed at creating buzz around the product’s ability to bring ‘fresh air’ indoors, the digital project included an interactive campaign site and executions on social networks.
“Digital has gone beyond the stage of creating buzz for less. The rise of social media has enabled us as an industry to monitor and improve consumers’ word-of-mouth and preference towards a brand, in a much more compelling and interactive way,” said Robert Lai, Head of Digital, Euro RSCG China. “In China, where consumer trust is a big issue, this is extremely important in many categories. Dulux has done a fantastic job in earning consumer preference via advertising and in-store efforts, and we are keen to move the same level of success into the virtual space.”
“Online offers a compelling opportunity for brands in China to connect with their consumers,” added Jowell See, General Manager, Euro RSCG Shanghai. “Following a very successful 2010 in terms of our digital growth, I am excited about the possibilities of what we can achieve, both for Dulux and as an agency.”
