While billings remain undisclosed, Grey acknowledged spend over the next 12 months would be "substantial".
"It's safe to assume Procter & Gamble would not buy a brand unless they were going to invest behind it, Grey Worldwide Melbourne director of communications Terry O'Hanlon said in reference to P&G's purchase of the Clairol portfolio from Bristol-Myers Squibb last November.
Grey takes the business, which includes the Nice 'n Easy, Hydrience and Natural Instincts brands, from FCB which previously handled Clairol advertising worldwide for Bristol-Myers Squibb. The official switching of agencies occurred this month after a brief trial period.
O'Hanlon said Grey Melbourne's work would be directed by a global marketing strategy, re-tailored for the Australian, New Zealand and Asean markets.
Initially, P&G will concentrate its spend on TV advertising with other media exposure expected to follow shortly afterwards.
Globally, Clairol sits second in the hair colourant market behind L'Oreal.
In Australia, which O'Hanlon said ranked third behind Saudi Arabia and Puerto Rico in terms of the proportion of women who colour their hair, Clairol's primary aim is to build on existing market share.
"Thailand, Malaysia and Singapore, however, are a very small part of Clairol's business, but they know there are a lot of people out there colouring their hair, O'Hanlon said.
