Between the Lines: Grey plays safe with Ingram

When Grey London and Garry Lace parted company a year ago, theorists immediately predicted Tamara Ingram would be offered his job (page 1).

The logic was mainly Procter & Gamble-based. Her proximity to the business had helped Saatchi & Saatchi's bottom line for years, so why not replicate the successful relationship at Grey?

In addition, the tumultuous exit of Lace closed an energetic - but ultimately unsuccessful - period of Grey's history. The agency had experimented with a chief executive who had promised to change Grey's stuffy image once and for all. Few would argue it didn't get its fingers burned.

Ingram, therefore, can be classed as a safe pair of hands. She embodies old-fashioned advertising values, something that will reassure Grey's essentially old-fashioned client list.

It is a mature appointment by Grey's new owner, WPP. Countless new management teams with a brief to revitalise Grey have come and gone. Ingram must concentrate on client needs if the agency is to begin to show any signs of new life.