Grey Adds P&G’s Escada

BOSTON WPP Group’s Grey said it has been awarded the global Escada fragrances business from Procter & Gamble.

Callegari Berville Grey in Paris added the account without a review based on previous efforts for P&G fragrances such as Hugo Boss, Jean Patou and Lacoste. Grey has been on P&G’s roster since 1956.

The global budget was not disclosed, but Escada spent $2 million last year in domestic paid media, per Nielsen Monitor-Plus. All told, Grey’s agency network now handles some $80 million in P&G fragrance business.

Escada had recently worked with independent Wieden + Kennedy in Amsterdam, the Netherlands. The agency said the pair terminated the relationship by mutual agreement several months ago.

Oliver Kastalio, vp, P&G prestige products said in a statement: “Grey has been a superb marketing partner, bringing tremendous creativity to the building of our fine fragrance brands. We look forward to starting this exciting journey with Grey on Escada and the work we will do together.”

Jim Heekin, Grey’s global CEO and chairman, said: “We are committed to leveraging the power of the iconic Escada brand and launching new fragrances with inventive ideas that resonate in every medium.”

Escada, the fashion house, founded by Margaretha and Wolfgang Ley, offers premium women’s and men’s fragrances.