The split follows the departure of the Rimmell global marketing director, Isabelle Regis. Laird+Partners, which handles the bulk of the ad business for Rimmel’s parent company Coty, picked up the account without a pitch.
It had previously pitched against JWT in 2009 for the account, but was unsuccessful.
JWT was responsible for launching Rimmel into the US in 2000. It also created ads starring celebrities including Kate Moss, Lily Cole, Sophie Ellis-Bextor and Zooey Deschanel.
According to Nielsen, Coty spent £11m on UK advertising in the last 12 months. No one at JWT would comment on the split.