Young & Rubicam and its media arm, The Media Edge, have prised the
pounds 6 million UK account for the fashion giant, Chanel, out of D’Arcy
The switch, which follows Y&R’s appointment to the US slice of the
business last October, ends a ten-year relationship between D’Arcy and
From July, Y&R will handle the brand’s advertising for Chanel’s three
divisions - fragrances & beauty, fashion and watches and fine jewellery
- across the US, Canada and now the UK.
The Media Edge will take responsibility for media planning and buying in
the UK from next month.
Charles Courtier, managing director at The Media Edge Europe, also
confirmed that the agency’s UK media buying partner, Mediapolis, would
handle Chanel’s buying in the UK but was not sure whether it would cause
a conflict with Mediapolis’ other fragrance brands, including Jean Paul
Gaultier and Issey Miyake.
’It can be sorted out but it is an issue that the client has to define,’
Creative work for the French firm’s brands, which include Coco Chanel,
Chanel No 5 and Egoiste, will continue to be originated in-house from
Paris with adaptations for individual markets.
It is not clear at this stage if Y&R will pick up the business in other
key markets across Europe.
Chanel recently appointed D’Arcy’s below-the-line sister agency, IMP
London, to develop a relationship marketing programme around its new
skincare range, Precision. This relationship will be unaffected by the