Matthew Miller
Jul 7, 2016

Grey's 'I Sea' saga: Lessons learned?

The agency remains tragically defiant about the 'I Sea' controversy. Perhaps other companies can learn from its failures.

The controversy over Grey Group's 'I Sea' app has seemingly ended with Grey announcing it will give back the Bronze Cannes Lion it won despite the app being questioned, mocked, pulled from the App Store and disowned by the NGO it was allegedly made to help.

So clearly, the agency finally took a hard look at itself after receiving so much criticism, found some humility and admitted at least some level of fault....

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