Grey London has consolidated its hold on Procter and Gamble’s pounds 20
million fragrances account throughout Europe by picking up all of the
account handling from its subsidiary, the Chelsea Partnership, as well
as most of the creative work.
P&G fragrances, which includes such names as Boss and Elements, have
been handled by the Chelsea Partnership for around five years.
However, their increasing size and the complexity of their marketing
needs is understood to have prompted P&G to switch administration to
Grey and its international network.
Account handling is now the province of Richard Pinder, Grey’s client
services director, together with a dedicated team of three people headed
by Kate Standen.
The lion’s share of creative work, previously covered mainly by the
Chelsea Partnership, has also moved.
The lucrative Boss, Elements and Hugo Boss fragrances will now be
handled by the creative director, Barbara Nokes, who was taken on by the
agency specifically to look after P&G fragrances (Campaign, 12
The Chelsea Partnership has, however, retained its hold on the creative
work for the Biagiotti range of ladies’ fragrances and toilet products.
Pinder confirmed that Nokes will be working on some Boss fragrance
lines, but declined to give further details. He also refused to discuss
account handling on the business, which is worth an estimated pounds 2
million in the UK. Media for the business remains with MediaCom.