Grey Global Group

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Grey Group
Company type
Subsidiary
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Headquarters
200 Fifth Avenue
New York City, New York
,
U.S.
Area served
Worldwide
Key people
James R. Heekin III (executive chairman)
ServicesBrand management, marketing strategy, creative development, direct marketing, public relations, public affairs, digital marketing, production
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Number of employees
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ParentWPP plc
SubsidiariesGrey
G2
GHG
GCI Group
MediaCom Worldwide
Alliance
G WHIZ
WING
Grey EMEA
ArcTouch
Websitewww.grey.com

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Grey Group is a global advertising and marketing agency with headquarters in New York City,[1] and 432 offices in 96 countries, operating in 154 cities.[2] It is organized into geographical units: North America; Europe, Middle East and Africa, Asia-Pacific, and Latin America.[3]

It is a unit of communications conglomerate WPP Group.

History

Founded in Script error: No such module "Date time". by Lawrence Valenstein and Arthur C. Fatt, Grey Global Group began as a direct marketing company named Grey Studios, reflecting the color of the wall of its original quarters, changing to Grey Advertising in 1925.

In Script error: No such module "Date time"., Grey acquired its first major client, Procter & Gamble. In 1961, billings reached $59 million[4] and in the same year, Herbert D. Strauss was named president and the firm expanded domestically and internationally.[4][5] In 1961, the firm opened an office in Los Angeles,[4] and in 1962 the firm opened an office in London and in 1963 in Japan.[4][6] In 1964, billings reached $100 million.[4]

In 1965, the firm went public, trading on the Nasdaq exchange, and the firm expanded into the use of psychographics (the analysis of consumer lifestyles).[4] In 1966, Grey became one of the top 10 agencies in the U.S.[4]

In 1967, Strauss was named chief executive officer and chairman, and Edward H. Meyer was named president.[4][5] In 1969, Strauss was named chairman[5] In 1970, Meyer was named chief executive officer.[7]

In the 1970s, Grey was responsible for several popular ad campaigns including Star Wars toys for Kenner, aspirin and toothpaste for SmithKline, and Stove Top Stuffing for Kraft General Foods.[4]

In 1973, Strauss died of a heart attack.[5]

Through the 1960s and 1970s, Grey continued to acquire major accounts, and grew into related communication fields. In Script error: No such module "Date time"., Meyer became chief executive officer and would remain in that position for 36 years.[8]

In Script error: No such module "Date time"., Grey Advertising became Grey Global Group.

In late Script error: No such module "Date time"., James R. Heekin III became chief executive officer of Grey Worldwide, Grey Global Group's traditional advertising agency. On Script error: No such module "Date time"., he became chairman and chief executive officer of Grey Group, the renamed agency holding company.[9]

Grey San Francisco is the company's San Francisco-based West Coast headquarters.[10] Its clients include Symantec,[11] LendingTree,[12] Pernod Ricard,[13] and SunEdison.[14]

In 2016, Grey acquired ArcTouch, a mobile design and development studio, which it operates as a subsidiary.[15]

In March 2017, Grey's London office announced its rebranding as Valenstein & Fatt for 100 days, to celebrate its Jewish founders and later executives, and to highlight prejudice in society.[16]

In August 2017, Grey Group appointed Michael Houston as worldwide chief executive officer on its 100th anniversary.[17]

In November 2020, WPP Group merged Grey Group and AKQA together to create AKQA Group.[18]

In July 2022, Grey Group named Laura Maness the agency's global CEO, who previously worked at Havas. She is the sixth CEO in Grey history and the first woman to attain the role.[19]

Notable work

Leave the Driving to Us (Greyhound)

In 1956, Grey co-founder Arthur C. Fatt wrote the longstanding Greyhound Lines catchphrase "Leave the driving to us."[20]

Villarriba and Villabajo

Script error: No such module "Labelled list hatnote". In 1991, Grey Spain conceived for Procter & Gamble an advertising campaign for its Fairy dishwashing liquid for the Spanish market focused on a television commercial in which two fictional towns, Villarriba and Villabajo, compete for the best paella at their popular fiestas. The commercial was soon dubbed into other languages and used in markets such as the United Kingdom, Germany, Russia, Portugal and Greece, modifying the detergent bottle with the corresponding local one. The advertising campaign has been renewed many times over the years, it was expanded to other products of the brand and it has even had local versions in other countries. In 2016, Procter & Gamble –which is one of the largest advertisers in Spain– chose Villarriba and Villabajo as their best advertising campaign ever in the country given its popularity and excellent brand positioning results.[21]

Let the Issues Be the Issue

During the final weeks of the 2008 United States presidential election, the firm debuted a self-funded political ad depicting candidates Barack Obama and John McCain with inverted skin tones and the text "LET THE ISSUES BE THE ISSUE." The campaign was rolled-out both digitally and via newspaper ads and posters hung around New York City. According to creative director Tor Myhren, it was "a non-partisan image. We wanted to address the race issue straight on. And it cuts both ways; if you're hopping on either candidate's bandwagon solely due to the color of their skin, you're voting for the wrong reasons."[22]

Time Sculpture

In November 2008, the firm began working with Toshiba to advertise its high-definition television upscaling technology. Its first ad, Time Sculpture, was a British television and cinema advertisement which comprised a collection of interacting movement loops sequenced into a single shot.[23]

Controversy

In 2016, Grey for Good, Grey Group's philanthropic communications division, created a hoax app that claimed to use crowdsourcing to help the refugee crisis in the Mediterranean Sea.[24] After it was debunked by developers, the Apple Store pulled the app on the same day it was awarded a Bronze Lion at the Cannes Lions festival.[25]

References

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  1. ^ Page Module:Citation/CS1/styles.css has no content."One of Cincinnati's largest branding firms merges with N.Y. ad giant Grey Group". www.bizjournals.com. Retrieved 18 June 2018.
  2. ^ Page Module:Citation/CS1/styles.css has no content."Nirvik Singh appointed Chairman & CEO of Grey Group Asia Pacific" (Press release). WPP. 15 December 2008. Retrieved 5 January 2009.
  3. ^ Page Module:Citation/CS1/styles.css has no content."Grey Company Profile". WPP. Retrieved 5 January 2009.
  4. ^ a b c d e f g h i Advertising Age: "Grey Advertising Agency (Grey Advertising; Grey Worldwide)" September 15, 2003
  5. ^ a b c d The New York Times: "Herbert Strauss, Ad Official Dies March 18, 1973
  6. ^ Page Module:Citation/CS1/styles.css has no content.Daley, Suzanne (12 September 1982). "Lawrence Valenstein Dies at 83; Founder of Grey Advertising". The New York Times.
  7. ^ The New York Times: "Arthur Fatt, 94, Advertising Co-Founder" by Joseph B. Treaster January 16, 1999
  8. ^ Page Module:Citation/CS1/styles.css has no content.Elliott, Stuart (12 December 2006). "After 36 Years at Grey, Time for Life No. 2". The New York Times. Retrieved 2 February 2023.
  9. ^ Page Module:Citation/CS1/styles.css has no content."Grey Global Group appoints James R. Heekin III Chairman and CEO" (Press release). WPP. 12 December 2006. Retrieved 5 January 2009.
  10. ^ Page Module:Citation/CS1/styles.css has no content.Elliott, Stuart (4 July 2013). "Executive From the Agency Grey New York Takes On a Larger Role". The New York Times. ISSN 0362-4331. Retrieved 25 August 2021.
  11. ^ Page Module:Citation/CS1/styles.css has no content."Grey SF Nabs Symantec's Norton Biz". www.adweek.com. 8 January 2014. Retrieved 25 August 2021.
  12. ^ Page Module:Citation/CS1/styles.css has no content.O'Leary, Noreen (20 May 2015). "LendingTree Hires Grey San Francisco to Expand the Brand's Message". Retrieved 25 August 2021.
  13. ^ Page Module:Citation/CS1/styles.css has no content."Grey San Francisco Adds a Little Wine to Its Roster". adweek.it. 6 October 2015. Retrieved 25 August 2021.
  14. ^ Page Module:Citation/CS1/styles.css has no content.O'Leary, Noreen (21 April 2015). "Grey Becomes SunEdison's First Lead Creative Shop". Retrieved 25 August 2021.
  15. ^ Page Module:Citation/CS1/styles.css has no content."Grey Group Acquires Mobile Experiences Studio ArcTouch". www.prnewswire.com (Press release). Retrieved 20 January 2017.
  16. ^ Page Module:Citation/CS1/styles.css has no content."Grey London Changes Name to Valenstein & Fatt in Diversity Drive". Retrieved 25 April 2017.
  17. ^ Page Module:Citation/CS1/styles.css has no content."On 100th anniversary, Grey Group appoints Michael Houston worldwide CEO". Retrieved 13 November 2017.
  18. ^ Page Module:Citation/CS1/styles.css has no content."WPP creates AKQA Group | WPP". www.wpp.com. Retrieved 3 December 2020.
  19. ^ Page Module:Citation/CS1/styles.css has no content.Fleming, Jameson (19 July 2022). "Grey Group Names Laura Maness Global CEO". Adweek. Retrieved 2 February 2023.
  20. ^ Page Module:Citation/CS1/styles.css has no content."Advertising Executive Arthur C. Fatt Dies at 94". The Washington Post. 18 January 1999. ISSN 0190-8286. Retrieved 7 January 2022.
  21. ^ Page Module:Citation/CS1/styles.css has no content.Sánchez-Silva, Carmen (29 January 2016). "El mejor anuncio de la historia". Cinco Días (in español).
  22. ^ Page Module:Citation/CS1/styles.css has no content.Sweney, Mark (4 November 2008). "Poster ad of white Barack Obama and black John McCain unveiled". The Guardian. Retrieved 7 January 2022.
  23. ^ Williams, Martyn; "Toshiba, NEC Share Details of Blue-Laser Storage Script error: No such module "webarchive".", IDG News Service, 29 August 2002. Retrieved 24 April 2010.
  24. ^ Page Module:Citation/CS1/styles.css has no content.Hern, Alex (21 June 2016). "Refugee rescue app pulled from App Store after it is outed as fake". the Guardian. Retrieved 22 June 2016.
  25. ^ Page Module:Citation/CS1/styles.css has no content."Apple Pulled This App From iTunes the Same Day It Won a Lion at Cannes". AdWeek. 21 June 2016. Retrieved 22 June 2016.

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