Grey takes over Five channels "refresh"

Five has appointed Grey London to take over responsibility for "refreshing" its portfolio of channel brands.

The deal ends a two-year relationship with Vallance Carruthers Coleman Priest under which Fiver, formerly Five Life, was renamed and rebranded earlier this year.

Lisa Opie, who left her role as Five's director of content last month, was planning subsequent overhauls of Five US and the flagship channel.

Carl Ratcliff, head of brand strategy and marketing, said: "We chose Grey because we loved the way they work and the creative solutions they came up with.

"Grey has a very open culture which puts the client right at the heart of the creative process – and the work we have seen so far proves we’re not just going to get great creative work, but the right creative work. There is something good going on at Grey which we feel we can benefit from."

David Patton, chief executive of Grey UK, added: "We’re delighted to be able to work with Five at such an exciting time for them and us. We are building an open, collaborative and ideas-focussed business and the relationship with Five is a huge step towards making that a reality."