Staff Reporters
Apr 8, 2021

Grey areas linger around AKQA merger appetite

AGENCY REPORT CARD: Grey is starting to make better use of its APAC staff and resources, but we’re missing clarity on how its merger with AKQA may help it succeed.

Grey campaign for WWF, Your Plastic Diet
Grey campaign for WWF, Your Plastic Diet

Grey took a sizeable step forward in 2020 in bringing its agency network together to work more productively and cooperatively thaks to a new ‘borderless OS’ that included a creative crowdsourcing tool and the rollout of a new intelligence platform.

The obvious benefit of being more joined-up is that Grey can properly sell its expertise and capabilities more widely as it did launching a new AMEA-wide sustainability practice and forming the Grey Commerce Collective (CoCo).

But what everyone would like to hear more about, is more details around the November announcement of ‘AKQA Group’ in merging with Grey. It is still early in the process, but what we’re not yet hearing from Grey is an outpouring of enthusiasm toward the deal or early signals on how AKQA will fit into Grey’s new ‘borderless culture’.

Thanks to rigid cost-cutting and some senior staff pay cuts, Grey commendably avoided any layoffs, keeping all its APAC employees working through 2020 and still managed to turn a profit. Creatively Grey faced the difficult task of living up to its great successes of 2019 when it was WPP’s best performing regional network at Cannes.

So how well did it do?

Our full Agency Report Card on Grey—with the overall grade plus a detailed analysis and scores for management; innovation; clients and business; creativity; and people and diversity—is available only to Campaign Asia-Pacific members.

Become a member to get access to all 39 of the 2020 Agency Report Cards, plus many additional benefits. 

Related Articles

Just Published

1 hour ago

‘We can’t just copy-paste elements from the West’: ...

Chair of the newly launched DEI committee Charu Srivastava discusses localising the DEI agenda, the importance of holistic change beyond policy, and why inclusive agencies can be a magnet for talent.

1 hour ago

China’s influencer pay gap has closed—but not its ...

The influencer industry is rife with racial inequality. But in China, homegrown KOLs make more than their Western counterparts. So what’s the problem then?

3 hours ago

Singapore Tourism Board declares winners in global ...

Publicis Groupe agencies BBH and Zenith named global agency partners for an account worth US$73 million.

7 hours ago

UK Chancellor launches crackdown on 'misleading' ...

Cryptocurrency will be held to the same advertising standards as stocks, shares and insurance, government decrees.