Grey rebrands direct, interactive as G2

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WPP's Grey has brought all its direct marketing, branding and design interactive services under a new global brand umbrella, G2 Direct and Digital, or G2D2.

G2D2 will be comprised of 86 offices across 42 countries, and headquartered in New York. In North America, Grey Direct and Grey Interactive will become part of G2, while outside the US, the rebranding includes Joshua in the UK, argonauten360 in Germany, Grrrey! in France and Grey Zest in Brazil.

“Our change in name is consistent with what we've become as a company,” said Larry Kimmel, worldwide chairman of G2. “We are interactive agency of record for many of our clients and now, with new PhRMA guidelines in place, building brands first becomes critically important.”
Kimmel added, “G2 is the bringing together of global resources all under a master brand. In certain markets around the world, we are bringing together multiple disciplines into a singular organization of direct marketing, interactive and promotional marketing to make it easier to service clients.

“We have the capability to do the full compliment of services for our pharma clients but now on a global implementation basis. We are getting a bit aggressive to make ourselves known in the marketplace as pharmaceutical providers and trying to get awareness that we are an effective solutions provider. Only now, it is easier to implement multichannel engagements on a global basis than it was before.”

The G2 transition was scheduled for completion by the end of summer 2006, Kimmel said.
G2 recently added Bristol- Myers Squibb as a client in North America. Other pharma sector clients include Pfizer, Procter & Gamble and GlaxoSmithKline.

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