EDITORIAL: Grey makes direct a priority - at last

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.

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.



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