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The White Agency and Grey Group Australia rebrand as whiteGREY

WPP’s The White Agency and Grey Group Australia have merged as whiteGrey.

The rebrand formalises a relationship which began in November, when the two agencies merged into combined office spaces in WPP’s Sydney and Melbourne offices.

One  team: Worboys (left) and Joyce

The White Agency had previously been part of STW Group while Grey is owned by by WPP. WPP took full ownership of STW last year.

As part of the rebrand, the agencies will now work under the whiteGREY name, with one financial structure, and offer a range of specialist services to existing and new clients.

The agency will be led by joint CEOs Paul Worboys, former chief operating officer of Grey Group Australia, and Miles Joyce, who has led The White Agency for the past decade. Joyce was previously founder and MD of NetX, which was credited by many as Australia’s first full-scale digital agency.

Commenting on the merger and rebrand, Joyce said: “Combining our brands really formalises the close working relationship we’ve had since November last year, when we first decided to come together as a collection of specialists.

“We’ve had six months of working together, side by side, both in our Sydney and Melbourne offices to really get to know each other.

“It became quickly obvious that our two agencies were not only culturally aligned, but provided complementary specialist skills that had the potential to produce far better outcomes for clients and staff,” he said.

“Blending our brand names and financial structure is the logical next step in this process.”

While they will be offering combined services to clients, Worboys – who has been with Grey for the past seven years – said the move was “not about creating another integrated agency”.

“This is about specialists within the technology, experience and ideas /creative space working together where possible, and separately if required,” he said.

“After six months of harnessing our joint capabilities, we’re already creating a culture that unites these specialists and inspires creativity. We’re excited about now formalising that relationship and introducing our new brand to the marketplace, while fostering a stronger, more nimble business built from our collective strengths.”

The rebrand is not the first for Grey, after it was briefly rebadged as JayGrey when Jay Furby joined as creative director in 2011.

The agency then rebranded back to Grey in 2013, when Furby left the business.

Mike Connaghan, WPP Australia NZ CEO said the new branding will “finally allow the two agencies to present a united front to the Australian market”.

“Ongoing change in the marketplace has seen increased interest in morphing ideas and technology. The move to combine The White Agency and Grey is one driven by our desire to provide these solutions by having people, technology and great ideas all working as one.”

“Both The White Agency and Grey are powerful players on their own, but whiteGREY is a stronger offering,” he said.

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