GREY digest nov/dec
A monthly round up of Grey EMEA's news.
December 7, 2016
Our driving ambition at Grey is to create Famously Effective work. We not only strive to create work that has the power to impact culture, but also work that answers business problems and sustains brands over the long term.
Grey’s performance at effectiveness awards this year is proof of our ambition being realised. We are delighted to have had work recognised recently at both the Effies and the IPA Effectiveness Awards. It was a 100% conversion from shortlist to metal at the IPA awards – with campaigns for Volvo, Sixt, McVities and Sensodyne all winning on the night. At the Euro Effies, six campaigns from three offices took home awards – adding to a whole host of wins at local shows over the course of the year, including in Poland, Croatia and MENA.
Amongst the winners was Grey London for their work with GSK Sensodyne, which won Silver in Long-Term Effectiveness at the Euro Effies in October before picking up Silver again at the IPA ceremony in November. The 15-year relationship with the toothpaste brand saw them become a $1billion company in 2012 – the first in GSK’s portfolio. Grey’s authentic and educational ‘un-advertising’ approach to their marketing has resulted in an increase of 10% in market penetration and 11% of value share.
For the fifth time in a row, Grey Germany’s work for P&G Febreze took home an award at the Euro Effies. Their work with the brand saw an increase of 23.4% in value share – more than twice their objective.
It’s important to us at Grey to nurture the next generation of creative talent. Over the summer, Grey Amsterdam ran Camp Grey – a month long internship for advertising students. The participants worked on an open innovation brief for real clients, and the two that most impressed were invited back to Grey in November.
Meanwhile, our London office launched an entry level talent scheme, Upstart, that encourages young people to enter our industry. Comprising of permanent opportunities, apprenticeships and internships, Grey Upstart calls out to the hungry-minded and ambitious, irrespective of prior experience. For that reason, they’ve done away with CVs, simply asking the applicants five questions before inviting them in to interview. We’re looking forward to welcoming the future of advertising to Grey. Watch this space.
London ECD Vicki Maguire was made President of the Creative Circle earlier this year. Last month she published her manifesto on LBB Online.
Chairman of Grey’s Global Creative Council Per Pedersen sat down with The Next Gag to discuss what makes an award-worthy campaign.
"Our Open culture extends not only to the way we run our agency internally but also to how we partner to bring new and different skills into the business."
- Wayne Brown, Chief Operating Officer, Grey London on the launch of Grey Response.
Grey United took control of the Grey EMEA Instagram account as part of our Open takeover - where each office offers insight to their unique culture.