AkzoNobel Appoints Mallory Group With Global Sponsorship Communications Brief

Global paint and chemicals producer AkzoNobel has appointed London-based start-up sports marketing agency Mallory Group to handle the global communications delivery for its entry in the Volvo Ocean Race. Team AkzoNobel is currently the only Dutch entry to compete in the round the world race, which starts from Alicante, Spain on 22 October 2017.

AkzoNobel, parent company to brands including Dulux, Polyfilla and International yacht paint, will be activating the sponsorship in the 12 cities across five continents the race will be visiting.

“Mallory Group has a real depth of experience in global sponsorship communications, a strong creative vibe, unrivalled experience in the world of sailing and an impressive understanding of the social and digital landscape,” commented Nathalie Quéré, AkzoNobel’s Global Director Brand, Digital & Creative Services. 

Mallory Group's remit covers the global communications strategy and delivery for the team and AkzoNobel’s master and sub-brands, as well as supporting AkzoNobel’s global and in-territory market communications and engaging with the 48,500-strong global workforce.

“What inspires us as an agency is bringing brands closer to their audiences through authentic content and AkzoNobel’s partnership with the team will give us quality stories in abundance,” commented agency founder Emily Caroe. “It’s a mammoth race – over 86,000km, across five continents and eight months – and we have a brief to take the story right around the world. This will be story-telling at its very best.” 

Emily Caroe and James Toller started Mallory Group in October 2016 after working together for four years as rights-holder (at OC Sport) and client (at Jaguar Land Rover) respectively. Other recent client work includes commercial sales and UK PR support for the Volvo Ocean Race and consultancy for Land Rover for the British and Irish Lions Tour of New Zealand.