DS+P win Canadian agency of record status for Dulux

Agency will work with Headspace, which is tasked with strategy/creative for Quebec

Michelle DiPardo December 18, 2014

Premium paint brand Dulux has named DS+P its Canadian agency of record, following a competitive review that saw four unnamed agencies make the shortlist.

DS+P will work in conjunction with Headspace, which is tasked with strategy and creative for the Quebec market.

Sold as Dulux Paints in English Canada and under the Betonel-Dulux banner in Quebec, Dulux took over all ICI Paints, Glidden and Color Your World retail outlets in 2011 and rebranded them under the Dulux name. Today, the brand operates more than 250 stores across Canada.

According to DS+P partner Serge Rancourt, the brand had previously worked with agencies from the U.K. and U.S., and were looking for a Canadian agency to create work that would drive consumers to its retail shops.

Rancourt also said he believes it was the agency’s experience in the home décor space (Miele and American Standard are also clients) that helped secure the win, and though Dulux operates within a crowded marketplace, the goal is to make the brand, “the top destination for paint.”

“[Dulux] are in a very special space because of their retail network. So it’s not just about doing a brand campaign for the paint, but to help them to drive traffic to the retail stores,” Rancourt said.

The first work on behalf of Dulux will roll out in late March.