"I have no shame whatsoever, it just didn't work out," confessed Grey Direct Worldwide chairman George Wiedemann of his decision in autumn 1998 to kill-off Grey Direct UK and scatter its ashes into Grey Integrated (later rebranded – to the mirth of many in the industry – as Joshua).
Weiderman freely admitted that he was wrong to pull the plug on one of the most respected dm shops in the UK; he had also realised belatedly that Grey needed a UK presence to complement its global direct marketing network.
Reincarnation is now the creed of the day and Grey’s former UK flagship dm agency is to be resurrected under its original name, led by Grey International president and CEO, Peter Boggs. Former Grey Direct creative director Andy Blackford has already agreed to rejoin the salvaged ship and it is understood Boggs has approached other former Grey Direct staffers. Of the 60-odd Grey Direct employees who were merged into Joshua, only two remain.
News source: Precision Marketing (UK)