Ad Agency Shifts Grey Division to Ogilvy Group Underits Network Structure
Revised Article:
WPP's shakeup sees creative powerhouse Grey joining forces with Ogilvy, breaking free from its ties under AKQA Group. Here's the lowdown, straight from the U.S. advertisement bible, ADWEEK.
This transformation ain't just about numbers though, it's about focusing each agency on what they do best. Grey, known for its killer brand-building creative work, and AKQA, renowned for their design and tech whizbangery. This realignment arrives hot on the heels of AKQA's former CEO, longtime leader Ajaz Ahmed, launching his own moonshot.
So, what does this mean for Grey? They'll ditch AKQA and align their finances with Ogilvy, becoming a standalone agency under the Ogilvy roof. But fear not, they'll still hold onto their zealously guarded creativity while serving clients just as fiercely.
"Grey remains a standalone agency brand that will continue to independently serve its clients with the same dedication and expertise they've come to expect," says Ogilvy's Global CEO, Devika Bulchandani, in a staff note.
This romance between Grey and Ogilvy isn't a marriage just yet; it's more like a strategic financial and operational alignment. Bulchandani and Grey's global CEO, Laura Maness, plan to deepen the bond between the powerhouse pair, with Ogilvy's expertise in consulting, PR, and customer experience powering Grey's creative muscle.
Grey will remain in a cozy collaboration with AKQA too, maintaining their existing client relationships. A WPP spokesperson says this move allows each agency to focus on their core strengths and build momentum independently.
Grey's makeover comes amidst a broader restructuring across WPP. Last week, ADWEEK reported that the bloodbath at GroupM could claim up to 45% of its U.S. workforce as it shifts to a single operating model, including layoffs and the creation of a new Media Management and Delivery division.
Within the Ogilvy empire, Grey joins other independent creative outfits like David, INGO, and New Commercial Arts. As they embark on this new journey, Grey's team shares their excitement for what the future holds, appreciating the unwavering faith in their mission and in each other, says Maness.
- The strategic financial and operational alignment between Grey and Ogilvy suggests a greater focus on business and finance for both agencies.
- Grey, as a standalone agency under the Ogilvy roof, will continue to leverage its creativity in business to serve clients effectively.
