Grey rethink creates four separate shops
By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 11 December 1998 12:00AM
Grey is reorganising into four ’agencies within agencies’ in a move that will allow the soon-to-be-merged Mellors Reay & Partners virtual autonomy.
Grey is reorganising into four ’agencies within agencies’ in a move
that will allow the soon-to-be-merged Mellors Reay & Partners virtual
Each ’agency’ will have its own dedicated creative, planning and account
teams as well as profit and loss responsibilities. They will be backed
by a fifth group which will work with the others as necessary and focus
on new business.
The shake-up is aimed at combining the ’hands-on’ approach of smaller
agencies with big agency expertise without diluting the agency
The move - described by Grey as ’very unusual and maybe unique’ - runs
counter to the usual large agency practice of trying to assimilate and
absorb the staff of a smaller merger partner as quickly as possible.
But Steve Blamer, Grey’s chief executive, said: ’Mellors Reay has been a
pretty good agency, so why break it up? It will become a shot of
adrenalin in our body.’
Blamer said the restructure had been mooted before the merger was agreed
but quickly won the approval of Tim Mellors, who becomes Grey’s
executive creative director, and Carol Reay, who takes over as
Chris King, currently the Mellors Reay managing director, will lead his
agency group. Others will be headed by Jayne Barr, Barry Cox and Steve
This article was first published on campaignlive.co.uk
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