French fashion empire Chanel has moved its £6m UK advertising business out of D’Arcy and MediaVest and into Young & Rubicam and its media arm The Media Edge.
The label, which owns such famous brands as Chanel No.5, Coco and Egoiste, will continue with its policy, common to most fashion houses, of creating work in-house. Appointed agency creatives will continue to adapt work for individual markets.
The decision, which could have a knock-on effect on Chanel’s relationships with a host of agencies which buy space for the label’s numerous brands worldwide, follows the appointment of Y&R and The Media Edge to the US part of the business, worth an estimated £20m, last October.
Chanel UK managing director Didier Sabas says: “The company’s decision [to appoint Y&R/The Media Edge in the UK] was based on a global initiative and in no way reflects on the outstanding work done here in the UK by both D’Arcy and MediaVest.”
Chanel UK marketing director Meryl Bagguley says the change has been made in the US, Canadian and UK markets. However, she refuses to say whether The Media Edge is in line to win business from Chanel’s other markets.
One source, who suggests the move will be extended to other markets, says Chanel has yet to inform agencies outside the UK of the decision.
The Media Edge will take responsibility for media buying and planning in the UK from February.