Grey New York today announced a new creative commitment, mandating that 75% of the agency’s investments in talent and resources will be creative-focused by the end of this calendar year. This decisive action comes as the ad industry debates what steps must be taken to reinvent and future-proof the advertising agency model.
The pledge guarantees that 75 cents of every talent dollar will be spent on employees with roles that directly deliver the creative product and 75 cents of every investment dollar will contribute directly to the creative product.
The commitment will drive a transformation of Grey and usher in a simpler, more agile and responsive agency structure, giving clients faster access to a broader pool of creative talent and skills. It represents a key step in Grey’s mission to deliver the highest quality and most diverse creative talent in the industry, so it can provide clients with the highest creative value.
The commitment was announced formally today by Grey New York CEO Debby Reiner, on stage at the 4A’s Accelerate Conference in Miami. Reiner’s declaration was made onstage with Procter & Gamble Chief Brand Officer Marc Pritchard amid discussion around redefined partnerships and reinvented models, with fewer barriers between brands and consumers.
The Grey commitment includes creatives, project management and production talent in the 75 percent creative grouping; all other agency roles are encompassed within the 25 percent balance.
“I’m excited to commit 75 cents of every Grey dollar to creative talent and resources by 2019. For every client that says, ‘Tell me that more of my money is going toward creativity’ our response is clear: We’re putting your money where our value is – to where we know we’ve always added unique value,“ said Reiner. “At the start of Grey’s second century, our commitment to 'Famously Effective' creativity and solutions that defined our first century will be realized with the flattest, simplest access to the broadest, most diverse creative minds.”
“We are creative above all else, for our people, our clients, and our work and the ongoing reinvention of our structure and our partnerships will reflect that,” said Grey Worldwide Chief Creative Officer John Patroulis. “This commitment allows us to invest in the diversity of talent our clients and our future needs and deserves. It means a deeper creative bench, a much broader set of skills, and will ensure a larger variety of creative solutions to our clients' problems. Everyone seems to be questioning the way forward for our industry. Creativity has always been the answer.”
“As a client, this is music to our ears. We want to invest where the most value is created which is creativity. Grey’s commitment to spending 75 cents of every dollar on creative talent is a landmark for our partnership and for the promise of even better creative that will drive us forward to what we all want: more growth,” said Marc Pritchard, Chief Brand Officer, P&G.