GREY INTERACTIVE: Grey bets on a global strategy

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grey interactive plays to its strength: its ability to deliver global campaigns. Recognizing that parent Grey Global Group gets more than half of its annual revenue from business outside the U.S., Grey's interactive arm emphasizes its ability to deliver global marketing services to clients.

The agency has 31 offices in 24 countries.

Grey Global says Grey Interactive's U.S. revenue leaped 132% last year to $106.4 million; Grey Global didn't disclose non-U.S. interactive revenue.

Norm Lehoullier and Orin Wechsberg, Grey Interactive's co-managing directors, say there are more marketers demanding integrated, global campaigns.

ONE OF A FEW

"If a client is looking for that type of global coverage, there is a very limited number of agencies that can satisfy [that]," Mr. Wechsberg says.

"The market has changed," Mr. Lehoullier adds. "Enormous growth used to be coming from dot-com companies. [But] our historical focus has been on very large, multinational clients."

Grey Interactive has about 1,100 employees worldwide, about 200 of which are in the U.S. Dubbing the agency "a tightly organized, singular-vision organization," Mr. Wechsberg says it "can build the client's brand in a single voice."

The shop prides itself on taking "a disciplined marketing approach," Mr. Wechsberg adds.

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