The White Agency & Grey Group Merge To Become whiteGREY

The White Agency & Grey Group Merge To Become whiteGREY
SHARE
THIS



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.”

Please login with linkedin to comment

Latest News

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018
  • Media

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018

Social media giant Twitter has no intention of reducing its focus on video this year – in fact, it wants to double the amount of video content on the platform. Speaking to B&T, Twitter Australia managing director Suzy Nicoletti (pictured above) said live streaming is going to be of particular importance. “What we’ve found is Australians […]

by B&T Magazine

B&T Magazine
International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing
  • Advertising
  • Campaigns
  • Media

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing

Out-of-home (OOH) specialist agency Posterscope has deployed Liveposter to help the Transport Accident Commission (TAC) roll out a dynamic digital OOH component of its drug driving campaign. Across a number of high-profile APN Outdoor and QMS digital large-format locations on key arterials in Melbourne, the campaign will be displayed to increase the relevance and immediacy […]