Grey Advertising has responded to Procter and Gamble’s plea for lower
production costs by appointing its first head of European TV.
Nicky Webster, the high-profile head of TV at Grey London, is moving to
oversee a reduction in duplication of ads by P&G and other clients
She will also aim to ensure that the quality of all Grey commercials
remains consistent across the Continent.
Grey London’s creative director, Paul Smith, explained: ‘Grey’s
international work needs more co-ordination. We sometimes end up making
the same commercial in three or four different languages instead of
settling down to make one that will work in several countries.’
Based at Grey Europe’s Wells Street offices in London, Webster will
assume the official title of director of TV production for Grey Europe.
Webster was enthusiastic about the move. ‘Now we will easily be able to
package shoots together anywhere in Europe while making sure we retain
our high television production standards, and at the same time offering
clients better value and consistency,’ she said.
P&G is also reported to be pleased with the appointment, which goes some
way to addressing the gripes the multinational giant has had about its
enormous production budgets.
Concern on this issue prompted P&G’s five roster agencies to discuss how
P&G could cut global production costs without putting agency margins
under pressure (Campaign, 15 September).
Webster is being replaced as head of TV in London by Amanda Lowit, a
senior producer at the agency.
Cost Controllers, p38