LONDON — Paints, stains and coatings giant Valspar has appointed Shook as its retained PR agency in the UK.

The agency, founded by former Mischief directors Gemma Moroney and Damon Statt in 2020, has been briefed to handle Valspar’s interiors, consumer and trade press office, influencer relations, and integrated creative campaigns.

Shook will join the brand’s team of marketing agencies, including FCB, Havas, CSM, Born and Enjoy. Valspar previously worked with The Romans in the UK.

Valspar was founded in the US more than 200 years ago and has a market cap of $3.15 billion. Its paint colour-matching technology, available to UK consumers in B&Q stores, can mix 2.2 million shades of paint.

Moroney said: “Paint is a category we know and love. We’re looking forward to helping Valspar shake up the sector and stand out from the competition. A brand that’s got precisely the perfect colour for everyone is one you can have a lot of fun with.”

Valspar European marketing director Jane Ryder added: “We loved Shook’s creative approach to drive action and help impact sales.”

The pitch process was led by Jackie Elliot at Cathcart Consulting.