Procter & Gamble has split its 20m European fragrance account between Grey and its subsidiary agency, the incumbent The Chelsea Partnership.
Boutique agency, The Chelsea Partnership, has worked with P&G and its fragrances, including Hugo Boss, Elements and Biagiotti for the past five years.
It is understood, that Grey Advertising has picked up all account handling, with The Chelsea Partnership still working on most of the creative work.
A P&G spokeswoman says the company deals directly with Grey over matters concerning the fragrance line. Maryann Barone, chief executive of the Chelsea Partnership says that is merely because Grey is an aligned roster agency.
Barone denies that Grey is the main account handler. She says Grey do help in some instances when resources were limited.
Executive vice-president of Grey Europe Jonathan Fox says that Grey London’s creative director Barbara Nokes will be working on some of the Boss fragrance line.
Grey London was given the responsibility of administration for the P&G fragrances this year because the increase in work was stretching the Chelsea Partnership’s resources, says Fox.
P&G is ambitious to dominate the fine fragrances market, which is dominated by L’Oreal and Calvin Klein by spending 500m on developing new perfumes and acquiring new companies with established lines.
The Chelsea Partnership is currently working on a new Biagiotti campaign.