Grey Group


Report by Jim Heekin (below)Chairman and chief executive officer, Grey Group and Grey

Report by Jim Heekin

2011 was Grey’s fourth year in a row of record new business performance. In naming Grey to its prestigious A-List of the 10 hottest shops in the US, Advertising Age’s headline said, “Strong exec leadership and improved digital knack draw a slew of enviable new business.”

As we begin our 95th year under the banner of ‘Grey Famously Effective Since 1917,’ our track record for effectively building many of the world’s great brands, coupled with our growing reputation for famous work that influences popular culture, is resonating across the globe as never before.

We continued to elevate our creative performance and award recognition through the work of our Global Creative Council, headed by Tim Mellors, worldwide chief creative officer. We won 18 Cannes Lions in eight categories from 13 countries of our global network, ranking us among the top 10 winning agencies. New executive creative directors were appointed in 13 countries, a testament to the priority we place on world-class talent.

Grey received wide recognition for the multi-platform creative excellence we are achieving. Fast Company, named Grey New York in its ‘50 Most Innovative Companies in the World’ issue in 2011. Grey New York’s president and chief creative officer Tor Myhren was named to Fortune magazine’s ‘40 Under 40’ stars of the business world, the only ad person on the list. Grey London, Grey Hong Kong and Grey Asia Pacific were all nominated for Agency of the Year by trade magazines Campaign and Marketing. Grey India was chosen as Digital Agency of the Year by the Indian Digital Media Awards and Grey Colombia was named Agency of the Year by P&M magazine.

Grey received wide recognition for the multi-platform creative excellence we are achieving

Grey, again, delivered its best new business performance ever in 2011, led by the win of the $200 million Ally Financial account. We expanded our client roster with wins including Mike’s Hard Lemonade, Turner Network Television (US); Vodafone Ireland, Bacardi, QVC, Jordans & Ryvita, Spanish Lottery, Banco Popular and Anheuser Busch (EMEA); Heinz, Bulla, FedEx, Galaxy Macau and Honda (Asia Pacific); and Herbalife, Heineken, Casa & Video and HBO (Latin America).

The foundation of Grey is its long-lasting, dynamic partnerships with global clients. We were awarded significant new brand assignments from Procter & Gamble, Eli Lilly, GlaxoSmithKline, Allergan, Boehringer Ingelheim and Diageo. Our top 20 clients grew in agency revenue, despite a challenging global economy.

Grey’s flagship agency in New York accelerated its creative cachet and financial momentum. Highly-acclaimed integrated efforts for DirecTV, CoverGirl, Pantene, Febreze, Downy, Red Lobster and Canon delivered sales success and unprecedented social media buzz. Once again, the E*TRADE baby set new records for popularity and effectiveness in the Super Bowl, as did our work for the NFL.

Grey enhanced its global leadership with the appointment of Alain Groenendaal as president and CEO of Grey Latin America. He will continue to serve as president and CEO of Wing, uniting our US Hispanic and Latin American capabilities into a powerful resource. Michael Houston was promoted to managing director of Grey New York after overseeing our successful new business and marketing efforts since 2007.

We were delighted to welcome T.H. Peng, one of China’s most accomplished and respected advertising leaders, as chairman and CEO of Grey Greater China, a new position, to expand our reach and resources in this vital market. Eric Hanna returned to Grey, where he spent a decade building our Middle East operations, to become CEO of Grey Group MENA. Stephanie Nerlich joined Grey Canada as president and CEO and Claudia Martinez was promoted to president and CEO of Grey Mexico.

We continue to invest in the world’s developing growth countries and expand our service offering. Grey 141 Group, a merger between Grey Brazil and Ogilvy’s second agency, 141, opened its doors as the 13th largest agency in Brazil, led by Luiz Kroeff. We entered into a strategic partnership with Possible Worldwide, WPP’s interactive marketing network, to provide our clients with best-in-class digital communications on a global scale as we concurrently build Grey’s digital holdings through acquisition. In addition, we rebranded and expanded The Social Partners, our social media marketing agency.

Today we are producing some of the most leading-edge creative work across platforms, breaking new ground in brand experience

We launched Grey Healthy People, a next-generation, full-service, integrated offering to serve the health, wellness and lifestyle industries, with 300 people, five offices, $500 million in billings and 50 leading brands. Plans call for the division to be introduced into our 20 largest markets in 2012. Led by Maureen Maldari as president, its mandate is to help marketers build brands dedicated to the preservation, longevity and enjoyment of a healthy life.

Our Global Planning Council, under the leadership of Suresh Nair, director of global strategic planning, continued to build Grey’s pre-eminence in consumer insight. We launched a new communications planning platform called SHIFT that combines brand planning with channel and digital planning. The goal is to deliver brand success through ideas that generate fame and effectiveness. Grey’s Eye on Asia, our proprietary trends study, remains a key window into consumer psyche and behavior.

Today we are producing some of the most leading-edge creative work across platforms, breaking new ground in brand experience and building relationships at both Grey and G2.

We move into 2012 from a position of unprecedented strength thanks to the imagination of our people in 96 countries and a growing global reputation for innovation. Our best years lie ahead as Grey’s 100th anniversary approaches.

G2 Worldwide

Report by Joe Celia (below)Chairman and chief executive officer

Report by Joe Celia

In 2011, G2 Worldwide continued to build upon the momentum that we started in 2010. Our accomplishments were driven by G2’s focused and energetic worldwide staff, all of whom contributed to the expansion of our relationships with key clients and the addition of important new clients and assignments to our growing portfolio of businesses.

As a specialized brand communications agency network with a dedicated focus on brand activation, G2 is committed to helping our clients ‘Sell More’ by finding and owning precisely the spaces, places, moments, and voices that most successfully influence the right people. Our unique ability to see and understand the entire marketing communications landscape is realized through the breadth and depth of expertise within our global network in the disciplines that matter most to marketers. And our precise blend of context and content has led to great work that works for our clients.

At G2, digital and data have long been at the center of everything we do, and our ‘Precision Influence’ approach – whether the communications channel is branding and design, digital, experiential, promotional and shopper or relationship marketing – has resulted in significant new business wins and assignments over the past year. In 2011, we continued to build upon the partnerships with our stable of key multimarket clients, including Adobe, BAT, GlaxoSmithKline, Heineken and Procter & Gamble. Additionally, we were awarded new multimarket assignments from Coca-Cola, Hertz, Kraft, Nestlé and Vodafone.

Additional new business activity in 2011 included:

  • G2 China was assigned a CRM campaign for Mercedes-Benz in China and e-marketing duties for Hilton. G2 Korea was named in-store management consultant for the home appliances division of LG Electronics.
  • In EMEA, G2 won digital assignments for Laureus in the UK; data and CRM assignments for BMW, also in the UK; and ATL assignments for Bacardi in Russia.
  • G2 USA picked up new business wins from Ally (with our sister agency Grey), Capital One, Southwest Airlines and Weight Watchers.
  • And, following a competitive review, G2 Brazil bested the competition by winning planning, creative and advertising duties for Panasonic in Brazil.

These wins and assignments reflect clients’ growing demand for G2’s unique marketplace offer, which combines multidisciplinary skill sets across our global network. Since the introduction of G2’s Pathfinder planning process in 2010, we’ve been able to engage existing and new clients with a new way of thinking about consumers’ ‘Purchase Decision Journey’, which has helped to grow our reputation within the industry.

At G2, digital and data have long been at the center of everything we do

Throughout 2011, G2 offices around the world were committed to pro bono and cause-related programs that benefit our communities. We partnered with many different organizations, including One Laptop Per Child, the Malaysian Nature Society, the SPCA, Action Against Hunger and the World Health Organization. For the fourth year in a row, G2 devoted its global pro bono efforts to Save the Children. Building on the project that we initiated in 2010, G2 sponsored 10 children around the world to support education and quality of life programs in countries including Central America, Asia and the Middle East.

G2 was ranked among the Promo Power 100, named an IT Agency by Event Marketer, and once again named to B2B Magazine’s Top Agencies List. Across the G2 network, our agencies garnered multiple honors and accolades for our client work.

A key priority in 2011 was continuing to build our senior management ranks, and we strengthened our worldwide leadership teams across the globe with a number of strategic appointments.

Looking ahead, we will continue to bolster our Global Shopper Marketing offering, led by Sarah Todd, global key accounts director for Shopper Marketing, and facilitated by our network of shopper experts around the world. Additionally, Jonathan Dodd, global chief strategy officer, G2 Worldwide; Cesar Montes, chief strategy officer, G2 EMEA; and Eric Pakurar, executive director, head of Strategy & Planning, G2 USA, will continue to evangelize G2’s proprietary Pathfinder planning process within G2 and with our roster of clients.

We look forward to continuing our momentum as well as pursuing new opportunities in the coming year.

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