So the Grey network has decided that it’s illogical to have Grey
Direct and Grey Integrated competing in the same market, and the two
shops are to merge to form Joshua. At its best, Joshua will be a model
of integrated campaign planning with all skills represented at board
level. At its worst, it will be jack of all trades and master of none
(’Oh yes, we can do advertising/direct marketing as well if you’d like
it, sir’). Time alone will tell which approach will prevail.