Grey plans to bring marketing services under G2 umbrella

MUMBAI: Global advertising agency Grey has aligned its specialised marketing services in direct marketing, branding and designing, interactive, promotional, trade, and shopper marketing under the G2 brand.

With 86 offices across 42 countries, G2 will be headquartered in New York under the management of global chairman and CEO, Joe Celia.

Commenting on the process, Ms Celia said, “This is the next phase in our strategy for building best-in-class specialised marketing capabilities.

We’ve been developing our expertise in these disciplines for over 20 years, and in ’02 we established a global management structure for this group to provide a more synchronised offer to clients.

Today we are taking the next step and aligning our portfolio of leading agencies under the G2 brand.” She explained that by bring this group under a unified global brand would enable the agency to field a combined offer, unique to our range of capabilities.

The company believes that with a unified G2 network, it would be better positioned for seamless integration with its sister company, Grey Worldwide.

The G2 branding transition is expected to be completed by the end of summer ’06. In North America Grey Direct and Grey Interactive will be brought under G2.

Outside the US, Joshua in the UK, argonauten360x in Germany, Grrrey! in France, Grey Zest in Brazil, Grey Relationship Marketing in China and Grey3 in Australia will also be brought under G2.