What makes Grey such a desirable acquisition for rivals such as WPP isn't its breathtaking creative work but clients such as Mars and Procter & Gamble, whose relationships with the network stretch back many years. But P&G is changing; so too is Mars, signalling its determination to move away from the dull and formulaic advertising that constrained it for so long. Indeed, you only have to look at the inroads made into Mars' business by more creatively potent operations such as TBWA and BBDO for the necessary evidence.
WPP's Sir Martin Sorrell will want to be assured that any trickle of Mars business out of Grey doesn't become a flood. And he certainly will not want P&G getting any ideas about following suit.