Analysis Of Grey Advertising Agency
Grey Advertising was founded in 1917 by eighteen-year-old Lawrence Valenstein and seventeen-year-old Arthur C. Falt in New York’s garment district. Forty-one years later, Grey advertising went north of the border to Canada, where they would open their second office in 1958, in the city of Toronto. Later they would go on to open offices in Vancouver, and Montreal. Today they now have offices in ninety-six countries including France, Croatia, South Africa and Japan just to mention a few. Grey advertising operates under a corporate structure, but within the company they are very unorthodox. Grey’s has started to value creativity very highly.
With this they started to have no meetings on ever Thursday until noon, so employees can focus on projects, without distractions. Grey advertising is a full-service ad agency. This means that they take care of everything for their clients from start to finish and everything in between. The services that they offer are as follows: digital, activation, public relations (PR), advertising, media, shopper marketing and connected experiences. Grey’s PR and advertising services are what truly separate them from their competition, so we will go into more detail of exactly it is they do.
Grey’s is one of the few ad agencies that has a full PR team, that is dedicated to helping their clients get the most out of their money. The PR service also allows Grey to play a big role in getting brand awareness out efficiently and effectively for their client. “With strong media relations across consumer and trade, the PR team works hand in hand with amplifying the experience”. The second main service Grey specializes in is digital advertising because of how much time and money they dedicated to this. Grey’s does the most TV commercials per super bowl for some pretty big names like Pringles, NFL and Covergirl. They are trusted on one of the most important nights for ads and they deliver every year showing that there digital advertising service is one of the best.
Grey advertising has a long and impressive list of cliental. Some notable mentions are Volvo, The Salvation Army, National Union and the Work Safety and Insurance board of Ontario (WSIB). (Grey corporation) The industries that Grey’s has served is very diverse. It includes the automobile industry, non- profit organizations, Unions for general employees and the personal care industry. This wide variety of industries goes hand in hand with Grey’s vision “To focus on our client’s business, no matter what they do, we do it all.” Grey advertising has two main industries that they are focused on entering, those are the technology industry and the construction industry. The reason they haven’t entered the technology industry is because of how competitive it is. Also, most tech companies make their own advertisements so that they can show off their products. The reason that they haven’t entered the construction industry is because it’s mostly business to business marketing and that isn’t their expertise, but they want to broaden their horizons into new industries.
Grey advertising has several key strengths that make them such a successful ad agency. The key strengths are: high reputation for excellent quality of work, strong ties with clients, recruitment process and the way they continue to teach their employees new material. In greater detail , Grey’s quality of work is unmatched. The standard they hold for their content they create helps them to achieve perfection, which translates into landing new clients and having greater success. The next key strength that Grey has is how strong the ties are between them and their clients. This has created success by having a low turnover rate of cliental and has spread good word of mouth. Grey has a great recruitment process. They have a bridge program with Canadian and American post-secondary schools, where they hold competitions and the winners are offered internships at Grey’s head office in New York. This program allows Grey to gain new young talent to help them understand the new changing social landscape and adapting to it. The last key strength that makes them successful is that they have classes for their employees about other departments within the business. This allows their employees to gain knowledge about other positions so that they can become more efficient and productive at work, creating greater success for the company. The positioning strategy that Grey advertising uses is a marketing strategy. This is because with every commercial, billboard, print ad they promote themselves. They display their work and show potential cliental what they are capable of doing. Another reason as to why Grey uses a marketing strategy is because they look long term, towards a bigger goal like conquering the advertising industry.
In conclusion Grey, advertising uses a marketing strategy in their business plan because through the services they offer and the key strengths they have acquired over the many years, they sell themselves each time they create and advertisement. Grey advertisement has been around for a little over a hundred years and this is because they are one the best at what they do. Everything that is created by them is unique and groundbreaking, and they will continue to dominate the ad industry.
