An eight-strong management team will oversee the worldwide activities of G2, the new Grey Global Group marketing agency brand. It embraces all direct, branding, design, interactive, promotion and trade/shopper marketing services

With 86 offices across forty-two nations, G2 is headquartered in New York and services clients such as Procter & Gamble, Mars, Nokia, Coca-Cola, Shell, Bristol-Meyers Squibb, Mercedes Benz, Levi Strauss and 3M.

Hopes Joe Celia, chairman/ceo of the new unit: "By unifying everyone as G2, operating against a single P&L, having one unified message to the marketplace, it makes us more efficient and effective."

A new brand demands a new credo. 'Activation Marketing' is the banner under which the serried ranks of G2 will march to greater glory and profit, seeking "to create and manage communication programs across different channels and geographical regions to generate interaction with consumers.".

The revamp, Celia assures, is "not another gambit to take the whole pie". Rather, "it's about being idea driven and functionally agnostic".

G2 has been in the pipeline for some five years, driven at the behest of "a large client who needed to expand its program globally".

And is headquartered in Cincinnati?

Data sourced from AdAge (USA); additional content by WARC staff