DIRECT NEWS: Grey Direct opens office to boost interactive credentials

Grey Direct is launching KPE London, a new-media operation that will be based at the London agency.

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

anyone else.’



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