Grey London has moved to fill the whole in its CRM expertise, created by the decision to dispense with the services of G2 Joshua, by joining forces with WDMP to launch a direct marketing division.
Under the Grey Response brand, the two agencies will work on existing and new business and tap into WDMP’s data division, the Science Dept, which was launched last year and offers automated personalised messaging, based on predictive modelling.
The partnership follows a tense period for WDMP, with one of its biggest clients Monarch Airlines only this week securing its future.
Grey Response will be overseen by Wayne Brown as chief operating officer of Grey Group UK. The senior team will comprise managing partner Nathan Gainford, creative director Cressida Eatson Lloyd, strategy director Tim Hopkins and director of analytics Laura Castrillo, who moves from Grey Possible.
WDMP chief executive Gavin Wheeler and managing director Craig Wheeler will also sit on Grey Response’s management board. A further eight people from Grey will work at the division, which will be able to tap into the 40-strong team at WDMP.
Gavin Wheeler (pictured) said: “For some time now, WDMP has been pioneering the scientific use of data across digital, social and direct to drive the performance of client campaigns. Harnessing this to Grey’s renowned creative and engagement capabilities will drive a transformational shift in the nature of responsive communications.”
Joshua was formed 18 years ago when Grey merged Grey Direct and Grey Integrated. It became Joshua G2, then bizarrely G2 Joshua before being spun off from Grey in 2013 when WPP merged it with OgilvyAction to form Geometry Global.
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