Grey’s direct agencies merge to create Joshua

The Grey network is creating a top ten agency by merging its below-the-line operations, Grey Integrated and Grey Direct. The shop will be called Joshua.

The Grey network is creating a top ten agency by merging its

below-the-line operations, Grey Integrated and Grey Direct. The shop

will be called Joshua.



The agency will open its doors with 200 staff, claimed billings of

pounds 150 million and a projected income stream of pounds 16

million.



It bills itself as being a new model in the industry, one that will

eventually spread throughout the Grey network worldwide if it is

successful.



Joshua’s focus will be on the discipline of integrated campaign

planning.



It will be active across areas of specialisation, both above and below

the line. The senior structure will be made up of elements from the

component agencies.



The chairman will be Peter Thompson, the current chairman of Grey

Integrated, while Nick Spindler, Grey Integrated’s managing director,

will assume the same role at Joshua.



Stuart Leach - who joined Grey Integrated from Ray Leach EMO last month

- will be the group managing director, integration, and his counterpart

for advertising will be Nick Velody, Grey Integrated’s head of

advertising. Robbie Burton-Sanigar, Grey Direct’s planning director,

will be a director heading the integrated campaign planning unit with

Leach.



A ’creative council’ will be made up of Andy Blackford, Grey Direct’s

creative director; Andy Ray, who joined Grey Integrated with Leach; and

Ivan Palmer, the executive creative director of Grey Integrated. Gina

Larter, Grey Direct’s managing director, will be the group managing

director with responsibility for global business.



There are no client clashes in the move. Spindler said: ’Our critical

mass and client list will give us the breadth of experience we need to

represent all the skillsets, and also the depth by having them all

represented at board level.’



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