Grey Brand Futures, the Grey group subsidiary set up to identify
consumer trends for advertisers to exploit, is boosting its management
in a bid to broaden its expertise and extend its services.
Its senior team has been augmented by Fiona Stewart, the Henley Centre’s
former deputy chairman, Derek Woodgate, previously European marketing
director of Lee jeans and a Grey client, and Linda Hodgson, an ex-FCB
Their arrival coincides with a change of name for the company, which
becomes the Brand Futures Consultancy.
At the same time, Clive Cooper and Simon Ratcliffe, who founded the
operation two years ago, become joint chief executives.
Ratcliffe said the changes were the result of clients approaching the
company with a widening range of problems, particularly strategic issues
posed by the approaching millennium.
’It is now time for us to take the next step and bring in people from
different backgrounds to give our clients access to a wider range of
skills and experience,’ he added.
Stewart, who spent 14 years at the Henley Centre where she specialised
in future trends, becomes a managing partner. Woodgate, known for his
knowledge of youth culture, will specialise in projects involving
entertainment, music and fashion as director of marketing and
Hodgson, who was closely involved in FCB’s Mind and Mood research
programme, takes over as head of futures planning.
Grey Brand Futures, which operates separately from the Grey agency,
shares some of its clients including Procter & Gamble and the clothing
manufacturer, Ben Sherman.