The Challenge

Best known for its market leading household brands such as Dulux, AkzoNobel has had a comparatively quieter presence in the UK national media. But as a company with an incredibly broad offer across science, innovation and sustainability, AkzoNobel wanted to raise its profile to join vital conversations across a range of Government priorities. Our brief was to develop a unifying narrative, help AkzoNobel tell its story to the UK national media and present the company as an expert source of information, able to comment on some of the most pressing issues.  

The Approach

We conducted individual in-depth interviews with AkzoNobel’s UK senior leadership team, gaining insight into the priorities of each business unit. We used this to guide the business’s global communications strategy. 

In order to bring the corporate story to life, we sourced content, interviewed critical personnel, and developed calendar moments in order to tell the company’s narrative.

We have worked hard to unite all areas of the business so that all communications support both the company’s brands and its corporate reputation.

The Outcome

We’ve since secured coverage in every national news outlet and seen awareness of AkzoNobel in the UK grow to 42% in 2015, up from 27% in 2013.

AkzoNobel’s Interpon D coating protects the retractable roof on Wimbledon centre court, and we used the Championships as an opportunity to organise hospitality for a range of influencers, as well as a set a profile piece with the Telegraph with the UK MD Matt Pullen, Sky’s Ian King and Simon Jack from the Today Programme.

Most recently, Portland worked with AkzoNobel to assist them with the launch of the Dulux Academy, an industry-first facility to train the next generation of painters and decorators to meet a growing demand for skills tradespeople. Portland also coordinated a corporate event at this year’s Chelsea Flower Show, showcasing AkzoNobel’s commitment to the remaining at the forefront of design trends – both inside and outside of the home.

AkzoNobel’s story doesn’t stop with the business press. Through carefully selecting a pipeline of stories over the course of the year, we delivered through science, automotive, and industry correspondents, and have shone a light on the company’s varied sustainability work through projects such as ReColour – a scheme to upscale the recycling of waste paint and distribute it to communities. All of this has served to give the company the recognition and breadth of interest it deserves.

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