NEW YORK: Grey New York, the agency, hopes to build a competitive advantage through fulfilling a pledge to allocate 75% of its investment in talent and resources to creativity.

Debby Reiner, CEO of Grey New York, discussed this subject at the 4A’s (American Association of Advertising Agencies) 2018 Accelerate conference.

“At Grey, we are making what we’re calling the ‘75% commitment’,” she said. “By the end of 2019, we will have 75% of our talent resource invested on creativity.” (For more details, read WARC’s in-depth report: How new creative focus will reshape Grey New York.)

Elaborating on this topic, Reiner explained that this focus reflects a clear demand made by the brands that Grey New York works with.

“It is a commitment that addresses what every client has said to us: ‘Tell me more of my funds are going toward creativity. That’s what I want from you. That the unique value that I think you can add’,” she explained.

Part of this process will involve delivering the “flattest, simplest access to the broadest, most diverse creative minds”, Reiner told the 4A’s assembly.

“It is about creating a creative culture that is magnetic, that the best creative people are proud to call home, and the best creative people that we don’t yet have want to come join.”

And, she contended, the initiative demands more than just an investment in a variety of skillsets: the 75% commitment means that Grey is stepping up on the “kind of workforce it presents to its clients”.

What will the 75% promise require of Grey’s clients, Reiner asked the 4A’s assembly. “They’re going to have to work differently, too,” she said.

“If clients are serious about really applying their investment where our value is, they, too, are going to have to work a little bit differently.”

As one example, meetings will have to be tighter, quicker, and more selective in their mix of participants. “Our clients can’t bring a plus-one [each] to every meeting,” Reiner said.

To make certain the right people are showing up at the right table, Reiner continued, “We all need to be really clear on what unique value we each bring to the party.”

Sourced from WARC