whiteGREY CEO Leo Simpson says the merger between the two agencies enabled the WPP AUNZ-owned agency to launch a strategy focused on “diverse perspectives”.
Two years on from the merger between The White Agency and Grey, which former WPP AUNZ CEO Mike Connaghan admits wasn’t handled perfectly, whiteGREY has made a strong comeback under the helm of Simpson.
“Our new agency strategy highlights the benefits of the merger. The strategy demands diverse perspectives meaning that diversity of thought is a necessity not a ‘nice to have’,” Simpson says.
The former M&C Saatchi managing partner was brought into the agency a year ago, following the departures of joint-CEOs Miles Joyce and Paul Worboys, and the loss of one of its major digital accounts, Lion, which led to several redundancies.
“Day one of the new leadership saw an articulation of a new agency strategy and model to help realise the ambition for whiteGREY,” Simpson explains.
A new three-part strategy saw the agency recognise the advantages of its creative and technology capabilities colliding, as well as launch its positioning and create what it calls platform orchestration.
“Our strategy has been recognised outside of whiteGREY in Australia,” Simpson says.
“The thinking has been well received by the Grey network at a regional and global level. Whilst agencies in this market find it challenging to match the financial contribution of the London or New York agencies, we can most definitely influence the network at an intellectual level through agency models and, of course, the work.”