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Q&A: Grey Global President Michael Houston on Brand Experience Group Launch

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    Q&A: Grey Global President Michael Houston on Brand Experience Group Launch Q&A: Grey Global President on Brand Experience Group Launch

    New offering combines 4 divisions under one banner

    By Patrick Coffee | May 13, 2016

    Since 2015, when Grey was named Adweek's Global Agency of the Year, the WPP organization has been in expansion mode. North American CEO Michael Houston took on the role of global president in February, and since then he has worked to reshape the network around the world.

    The latest stage in this evolution is today's official launch of Grey Brand Experience Group, which consolidates the network's Activation and PR, Mobile and Connected Experiences and Shopper Marketing divisions under a single banner, while also introducing Grey Adventures, a unit focused on utilizing new and developing technologies for Grey clients.

    To spearhead this reorganization, Grey hired Evan Kraut (formerly with MRY) to lead Adventures and creative veteran Darren Moran to fill the newly created head of innovation role at Grey New York.

    Adweek spoke to Houston about Grey Brand Experience Group, the new hires and the ways in which Grey plans to help its clients stay up to date on the newest marketing technologies.

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