How new creative focus will reshape Grey New York

Geoffrey Precourt

Grey New York, the advertising agency, is sharpening its creative focus in a bid to meet the changing needs of clients.

Marketing is in a state of disruption. And some advertising agencies that are a critical part of the messaging chain are reworking their business models to anticipate the concerns of their clients.

And it’s not just the agile, young digital shops that are caught up in the reformulation. Grey Advertising, for instance, has been a Procter & Gamble agency for more than six decades. But the renewed expectations of that partnership are driving a new model for the 101-year-old enterprise.

“It’s important to take ‘partnership’ out of air quotes,” reports Debby Reiner, CEO of Grey New York. “We've all been...

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