The new, combined branding for WPP AUNZ agencies The White Agency and Grey Group Australia has been unveiled as whiteGREY, following six months of cross-agency collaboration and engagement.
The new brand formalises the relationship which began in November last year, when the two agencies moved in together to work in combined space – both at WPP AUNZ’s Sydney campus and in Melbourne.
Following this period of familiarisation, whiteGREY will now work under one brand and one financial structure in Australia, providing a range of specialist services to both existing and new clients.
The new brand will be led by joint CEOs Paul Worboys (previously the chief operating officer of Grey Group Australia) and Miles Joyce (CEO of The White Agency).
Joyce (pictured above, right) said combining the two agency brands formalises the close working relationship they’ve had since November last year.
“We’ve had six months of working together, side by side, both in our Sydney and Melbourne offices to really get to know each other,” he said.
“It became quickly obvious that our two agencies were not only culturally aligned, but provided complementary specialist skills that had the potential to produce far better outcomes for clients and staff.
“Blending our brand names and financial structure is the logical next step in this process”
Worboys (pictured above, left) said the move is not about creating another integrated agency.
“This is about specialists within the technology, experience and ideas/creative space working together where possible, and separately if required,” he said.
“After six months of harnessing our joint capabilities, we’re already creating a culture that unites these specialists and inspires creativity.
“We’re excited about now formalising that relationship and introducing our new brand to the marketplace, while fostering a stronger, more nimble business built from our collective strengths.”
WPP AUNZ chief executive Mike Connaghan said: “While the relationship between The White Agency and Grey was first announced at WPP AUNZ’s full year results in February this year, the new combined branding unveiled this week will finally allow the two agencies to present a united front to the Australian market.
“Ongoing change in the marketplace has seen increased interest in morphing ideas and technology. The move to combine The White Agency and Grey is one driven by our desire to provide these solutions by having people, technology and great ideas all working as one.
“Both The White Agency and GREY are powerful players on their own, but whiteGREY is a stronger offering.”