"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," said Joe Celia, global chairman and CEO of G2.
'Not another gambit'
G2 is calling its premise "Activation Marketing" and its goal is to create and manage communication programs across different channels and geographical regions to generate interaction with consumers. "It's not another gambit to take the whole pie," Mr. Celia said, but about being idea driven and functionally agnostic.
Lisa Colantuono, managing partner of AAR Partners, said G2 is addressing engagement marketing smartly. Putting the different disciplines under one roof may help G2 understand how to connect with the consumer, she said.
The move has been in the works for about five years, thanks to a large client who needed to expand its program globally. Grey had been opening shops around the globe under the G2 name, and in 2002 sibling agencies specializing in different marketing disciplines were banded together into a 4-person global management structure internally referred to as Grey Synchronized Partners.
Advancing WPP's goal
Mr. Celia said the effort will help advance WPP's goal, as outlined in its 2005 annual report, to increase the holding company's share of revenue from marketing services from about 52% to about 67%.
G2 now has 86 offices across 42 countries and will be headquartered in New York. The group already has signed on brands like Ramada, Shell and Bristol-Meyers Squibb in North America and Mercedes Benz, Levi's and 3M in Latin America. G2 has also been awarded additional business from existing clients such as Mars, The Coca-Cola Co., Procter & Gamble, The Absolut Spirits Company, Nokia and Adobe.