Euro RSCG Wnek Gosper Partners has been awarded the creative brief to develop the Knightsbridge store's January sale advertising campaign while WPP's Ogilvy & Mather has picked up the remainder of the business.
The news that Leagas Delaney has lost the business after 16 years comes just weeks after its biggest-spending UK client, Hyundai, announced a review of its above-the-line account. Leagas is repitching for Hyundai, worth £12 million.
Harrods' recently installed marketing and communications director, Anne-Marie Verdin, had given Leagas Delaney the first crack at the sale brief. But it failed to impress and Verdin gave the go-ahead to formalise talks for a competitive pitch.
Euro RSCG will now unveil a television and radio campaign for the luxury retailer in time for the January sales.
Its new creative approach will aim to inject an element of humour into the executions. However, its new ads will retain the strapline created by Leagas Delaney: "There's only one Harrods. There's only one sale."
Euro RSCG's marketing director, Neil Christie, said: "We're delighted to have won this assignment from Harrods and hope it will be the start of a fruitful relationship."
O&M, meanwhile, will handle the majority of the Harrods account and is expected to unveil a brand campaign next year.
The media planning and buying is not thought to be affected by the move and will continue to be handled by PHD.
O&M declined to comment as Campaign went to press.