AkzoNobel is a leading global paints and coatings company and a major producer of specialty paints. AkzoNobel appointed McKenna Townsend to implement its Specialty Coatings’ European media planning and buying across multiple sector offerings including yacht, aerospace and automotive.
McKenna Townsend developed a comprehensive media planning strategy and programme for the brands within the Specialty Coatings division which includes International Paint, the world’s largest marine coatings brand, and Awlgrip, the undisputed global leader in the Yacht Professional Topsides segment.
The agency contacted all European media titles – 147 publications across 13 countries – and met with key media to discuss placements and added-value opportunities. McKenna Townsend then developed a comprehensive and bespoke European media space plan which included price, circulation and impact including new opportunities, previously not considered.
The implementation of the plan included handling all logistics for magazine placements and bookings and providing KPI and ROI reporting.
The programme was specifically developed to drive greater reach and impact whilst delivering improved effectiveness across Europe.
The pan-European and country specific media plan was developed to deliver the highest levels of coverage, impact and frequency at best value whilst achieving: