Grey appoints team of top academics to offer bigger picture

Grey London is bringing together some of Britain's leading academics to work with its clients and staff on solving business problems.

A brain researcher, an economics expert, a university don and a business strategist will comprise an advisory board that will aim to make those working with and for the agency more aware of broader issues affecting the industry and consumers.

Among the group are Baroness Susan Greenfield, a professor of pharmacology at Lincoln College, Oxford and a director of the Royal Institute of Great Britain. Her books include The Human Brain: A Guided Tour.

She is joined by Joe Yasin, an Oxford scientist and new-product-development specialist who has been an IPA Effectiveness Awards judge, and Dr Theodore Zeldin, a former dean of St Anthony's College, Oxford, a member of the Demos think tank and the author of An Intimate History of Humanity.

The fourth member is Professor Richard Scase, a business strategist, forecaster and the author of Britain 2010: The Changing Business Landscape.

"All big, well-run companies have non-executive directors who can open them up to broader perspectives," Garry Lace, Grey's chief executive, said.

"We thought that by bringing in people from different but complementary backgrounds, our horizons could be broadened."

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