This week, Grey London’s 77 Hatton Garden HQ has become the shared home of some of London’s leading communications businesses in advertising, production, word of mouth and now digital, shopper marketing and activation.
Digital agency POSSIBLE and shopper marketers Dialogue, will join Grey London, The Social Partners and Grey Works for a complete offer under one roof. With more than 400 specialists now in the building, the move significantly increases Grey London’s capabilities and presents considerable commercial opportunities for all involved. The WPP agencies, which already share some clients, will complement each other by delivering scale and expertise, resources and talent across the full communications mix.
Grey London agreed a financial joint venture with POSSIBLE earlier this year, creating the standalone agency Grey POSSIBLE, which quickly picked up all digital aspects of the pan-European SEAT account. By the end of the year, the integrated agency will have overseen four major car launches, three international motor shows and completely overhauled the brand’s online presence.
Dialogue has worked with Grey London on Procter & Gamble’s Fairy business for a number of years and the agency recently won Gold at the MAA and IPM awards for its ‘Fairy Godmother’ work supporting the Make-A-Wish Foundation. With the move, this strong relationship has now extended to Duracell and GlaxoSmithKline’s Sensodyne.
Grey London CEO Chris Hirst said: “This is the way modern agencies need to operate. Clients want specialist expertise, but shouldn’t have to work hard to get it. By bringing everyone under one roof, real collaboration and knowledge sharing is not only possible but natural. Proximity still counts and our clients are already feeling the benefits.”
Grey London is enjoying its strongest creative year to date and another record year for new business and overall financial performance. The agency is attracting some of the best talent in the industry, and the move to bring POSSIBLE and Dialogue in-house – ambitious, best-in-class businesses outperforming the market in their own rights – is no exception.
Justin Cooke, CEO, POSSIBLE UK said: “The move to the Johnson Building is key on two counts. Firstly, co-location is critical because we want to really integrate with Grey culturally. The best concepts come when you’re really together. We want the strategic direction of the offering to be aligned with Grey and we want to give them the capability to execute against big digital programs at scale, around the world.
Secondly, we were able to design our new space, from scratch, with our clients in mind. The new office features more multi-disciplinary teams, an innovation lab, user testing facilities, stand-up and creative rooms, award-winning coffee and a collaborative working environment designed to help our clients win in digital. They reflect the agility, collaboration and innovation, which is at the heart of everything we do.”
Dialogue has been at the forefront of shopper marketing for 17 years, developing it as a discipline alongside P&G as an agency of record. From its new London HQ, it will be delivering global work for many long-term clients, which as well as P&G brands Fairy, Gillette, Venus, Duracell, Braun and Herbal Essences, now include GSK’s Sensodyne, Kellogg’s, United Biscuits and Activision.
Sarah Green, managing director of Dialogue said: “Dialogue's proposition is simple. We persuade people to buy. Our job is to get our clients' brands on the till receipt. We understand what triggers can influence their buying behaviour, not just at the point of sale, but at key points in their shopper journey. Becoming part of the Grey Group and having access to the talent within Grey London, POSSIBLE and The Social Partners will help our shopper thinking beyond the store environment.”