Y&R triumphs over D’Arcy in contest for UK Chanel account

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 and MediaVest.

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

and MediaVest.



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

Chanel.



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,’

Courtier said.



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

move.



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