#e4mExclusive:  WPP integrates 82.5 Communications and Grey under Ogilvy in India

WPP is sharpening its creative operations in India by integrating agencies, including 82.5 Communications and Grey under Ogilvy. This move is part of a broader restructuring aimed at simplifying its creative business and driving greater integration across the market.

Kiran Ramamurthy will take on the role of Chief Executive Officer of Grey 82.5. Anuraag Khandelwal and Mayur Varma will lead the creative mandate as Joint Chief Creative Officers, while Rohitash Srivastava will anchor strategy and planning as Chief Strategy Officer.

The integration is a deliberate move to unlock the value that lies in bringing these two distinct yet complementary forces together. Grey comes from an enormously respected global network with a rich legacy of "Famously Effective" work. 82.5 Communications brings the spirit of a home-grown challenger agency that has earned a strong reputation for strategic rigor and creative impact, winning the trust of some of India's biggest brands.

 By combining the diverse talent, capabilities, and cultures of these two agencies, we are creating a stronger, more competitive and future-fit offering for our clients.

Read earlier report on Hephzibah Pathak being appointed as India CEO

Industry executives familiar with the development said the restructuring in India builds on an integration that happened earlier this year, where Ogilvy Group strategically integrated Grey and 82.5 Communications. As part of this, the leadership teams of Grey and 82.5 Communications will report to VR Rajesh, Group CEO of Ogilvy India.

The changes are part of WPP's wider efforts to simplify its agency ecosystem and respond to growing client demand for integrated marketing solutions that combine creativity, technology, data and earned media capabilities.

Read earlier report on WPP Creative’s integration

The India restructuring mirrors similar efforts by global agency holding companies to simplify operations, reduce duplication and offer clients unified access to specialist capabilities. 

The move also underscores the growing importance of scale and integration in an increasingly fragmented marketing landscape, where clients are seeking seamless solutions spanning brand building, digital transformation, commerce, experience design and corporate communications.

With the latest changes, WPP joins a growing list of global advertising groups that are reorganising agency structures around capabilities rather than standalone brands, as the industry adapts to evolving client expectations and the growing influence of artificial intelligence, data-driven marketing and connected consumer experiences.