WPP is accelerating maneuvers to meet the digitization needs of advertisers.
The world's leading advertising company will merge its Gray and AKQA subsidiaries, which will now operate under the AKQA Group banner.
Read also:
Advertising giant WPP squares its accounts before the takeover
A sign of the times, the more than century-old name of the Gray agency, if it must remain at first, is programmed to disappear in favor of that of AKQA.
Founded in 1917, the famous Gray advertising sign, headquartered on 5th Avenue in New York City, had its heyday in the 1950s and 1960s as an advertising agency for Procter & Gamble (Tide, Pampers , Head & Shoulders).
It was bought in 2005 for $ 1.3 billion by WPP, then in full expansion in the United States.
At the time, Gray was the world's seventh largest communications group.
Just ten years ago, it had 432 offices in 96 countries… Many have since closed, although Gray has remained one of the most powerful advertising brands in the world.
Digital marketing nugget
In contrast, AKQA
This article is for subscribers only.
You still have 67% to discover.
Subscribe: 1 € the first month
Can be canceled at any time
Enter your email
Already subscribed?
Log in
