In April, VCCP was involved in the repositioning of fiver, five's digital spin-off channel aimed at women. Five had aimed to refresh all of the channels in its portfolio earlier this year, but changes to its management team delayed the process.
Carl Ratcliff, the head of brand strategy and marketing at five, said: "Grey has a very open culture which puts the client right at the heart of the creative process. We're not just going to get great creative work, but the right creative work."
David Patton, the chief executive of Grey UK Group, added: "We are building a collaborative and ideas-focused business and the relationship with five is a huge step towards making that a reality."
Five's media arrangements remain with Vizeum.