Grey Global Group on Thursday announced that its network of global specialised marketing services in direct marketing, branding and design, interactive, promotional, trade, and shopper marketing had aligned under the G2 brand. The network, having 86 offices extending across 42 countries, will be headquartered in New York under the management of Global Chairman and CEO, Joe Celia.
Elaborating on the development, Celia said, “This is the next phase in our continuing strategy for building global, best-in-class specialised marketing capabilities. We have been developing our expertise in these disciplines for over 20 years, and in 2002 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.”
“Clients are seeking deeper, more interactive communication solutions for their brands,” said Celia, adding, “The G2 group of companies is dedicated to what we call ‘Activation Marketing.’ Every communication solution that we deliver is designed to create some level of action or interaction with the consumer. That is the thread that holds us together and that is our single focus.”
The G2 branding transition is expected to be completed by the third quarter of 2006. In North America this will include agencies such as Grey Direct and Grey Interactive. Outside the US this includes agencies such as Joshua in the UK, argonauten360° in Germany, Grrrey! in France, Grey Zest in Brazil, Grey Relationship Marketing in China and Grey3 in Australia.
The G2 operations in Asia Pacific will report to Mike Amour, Chairman and CEO/Asia Pacific Grey Global Group as part of Grey’s overall group offer. Amour said, “This rebranding helps us more powerfully convey the force of 24 specialist activation marketing companies we have in 19 cities across 16 Asian countries.”
G2 had recently added Ramada, Shell and Bristol-Myers Squibb in North America, Mercedes-Benz, Levi’s and 3M in Latin America, and Research in Motion (RIM) in the Pacific Rim to its client roster, along with existing global clients like Mars, The Coca-Cola Company, Procter & Gamble, The Absolut Spirits Company, Nokia and Adobe.