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    Adweek- Grey New York Is Investing 75% of Its Resources Into Creativity Adweek- Grey NY Invests 75% of Its Resources Into Creativity

    4/9/18

    By Erik Oster | April 9, 2018

    Grey New York is making a commitment to focusing on creativity first.

    The agency is instituting a new creative commitment mandating that 75 percent of its investments in talent and resources are creative-focused by 2019. That figure includes creative, project management and production roles, with all other agency positions part of the other 25 percent of the office’s investments.

    Grey New York CEO Debby Reiner announced the commitment today at the “Agency and Client Reinvention” panel at the 4A’s Accelerate Conference in Miami, alongside Procter & Gamble chief brand officer Marc Pritchard and Publicis Groupe chairman and CEO Arthur Sadoun.

    “I’m excited to commit 75 cents of every Grey dollar to creative talent and resources by 2019. For every client that says, ‘Tell me that more of my money is going toward creativity’ our response is clear: We’re putting your money where our value is—to where we know we’ve always added unique value,” Reiner said. “At the start of Grey’s second century, our commitment to ‘Famously Effective’ creativity and solutions that defined our first century will be realized with the flattest, simplest access to the broadest, most diverse creative minds.”

    After assessing the agency’s values, Reiner said she wanted to give Grey an “unfair advantage” in talent, giving Grey’s the diversity required for creativity and the skill sets needed to excel at modern marketing.

    She added that “less managing creativity and more unlocking creativity” was “at the core of our structural evolution.”

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