Ed Commander exits ‘vice agency’ G2

Ed Commander

Ed Commander, the general manager of G2 – the so-called ‘vice agency’ – has left the company, Mumbrella understands.

His exit comes shortly after the arrival of Matt Crawford from Sofa Communications as MD of the WPP direct marketing shop, which counts British American Tobacco as its biggest client.

Last month, G2 admitted to letting a number of staff go as a result of a change of company strategy. Commander denied it was because BAT had cut spend ahead of the introduction of Australia’s plain packaging laws for cigarettes.

Commander joined G2 from the now defunct The Hub Agency a little over a year ago.

Soon after his arrival, he declared his intention to win more “vice clients” for G2, including junk food high in sugar and salt, as well as booze advertisers.

Some weeks later he was ordered by his bosses in the US to pull out of a scheduled interview with Mumbrella editor Tim Burrowes. He had been asked not to talk about his previous comments about “vice clients”.

G2 was unavailable for comment at the time of writing.


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