‘Vice agency’ G2 sheds staff

WPP below-the-line agency G2 has made a number of redundancies.

The staff cuts are a result of a rethink of the agency’s strategy – not because of the plain packaging laws and a fall in spend from client British American Tobacco Australia, G2’s GM Ed Commander told Mumbrella.

G2, which more than a year ago signalled its intention to win more ‘vice clients’ besides the tobacco giant following the arrival of Commander as general manager, had around 25 staff.

According to Commander, “a few” creatives and account managers have been among those to leave the agency, and they will be replaced by “people who have stronger skills in trade/retail marketing rather than purely brand marketing.”

Joining the agency today is new MD Matt Crawford from Sofa Communications, to whom Commander will now report.


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