The Search

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Crown Paints were looking for a bold creative partner that could re-energise their brand with a digital-first mindset and balance the needs of two very different audiences: the trend-driven DIY consumer and the loyal trade professional.

The GO! Network led the multi-stage selection process in collaboration with Crown’s internal marketing team, to identify agencies that could combine strategic insight with platform-native creative ideas.

Key criteria included social-first campaign thinking, creative agility, and experience engaging both consumer and trade audiences in the home interest space.

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Amanda Bolton, Marketing Director at Crown Paints, said:

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“We were looking for an agency that could think brand-first, bring real creative confidence and energy to our business, and treat trade and retail with equal respect.
Dinosaur stood out with their fresh thinking, cultural fluency and challenger spirit—which is exactly what Crown Paints needs to take the next step in our ambitious growth plans.”

The Appointment

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Dinosaur, based in Manchester, will now lead the development and delivery of integrated creative campaigns for Crown Paints across digital, social, and ATL channels. The agency will be responsible for evolving Crown’s brand identity and boosting product consideration across both its retail and professional trade networks.

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Mark Beaumont, Chief Creative Officer at Dinosaur, added:

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“Crown Paints is a household name, but being known isn’t the same as being chosen. Our job now is to inject Crown with creative confidence, unlock relevance with new audiences, and help it win a bigger share of mind and basket across retail and trade.”

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Gareth Oakley, CEO at The GO! Network, commented:

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“We’ve worked with Crown Paints on a number of briefs over the years, so we had a clear understanding of what they value in an agency partner - sharp thinking, collaborative energy, and the ability to move at pace.

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This wasn’t just about big creative ideas, but about cultural fit and confidence in delivery. Because we knew the team and their goals, we were able to run a focused process that brought the right kind of agencies to the table and Dinosaur’s pitch struck the perfect balance between creativity and commercial relevance.”

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