Grey Direct is launching KPE London, a new-media operation that
will be based at the London agency.
KPE is a joint venture between Grey Direct’s London office and Kaufman
Patricof Enterprises, a sister Grey company based in New York.
Gifford Morley-Fletcher, the general manager of KPE London, said the
company was set up to combine KPE’s positioning as a developer of
content sites and technological expertise with Grey Direct’s own
approach to interactive marketing.
’Our goal is to develop sites that don’t just look good; they should
also yield measurable results for our clients, whether in the form of
revenue, information or exposure,’ he said.
KPE London has Microsoft as a client, and has produced a website and
campaign for its Visual Studio software using banner advertising across
related websites throughout Europe.
Peter Boggs, Grey Direct’s European chairman, said: ’The internet is
another way of communicating with customers and building brand
relationships directly. We can’t and shouldn’t abdicate this medium to