WPP has combined two of its agencies, The White Agency and Grey Group Australia, formalising a relationship that began in November last year, when the two agencies moved in together to work in combined space, both at WPP AUNZ’s Kent St campus and in Melbourne.

whiteGREY will now work under one brand and one financial structure in Australia, for both new and existing clients.

“It became quickly obvious that our two agencies were not only culturally aligned, but provided complementary specialist skills that had the potential to produce far better outcomes for clients and staff.

“Blending our brand names and financial structure is the logical next step in this process,” stated Paul Worboys, who has become joint chief executive officer of whiteGREY.

Miles Joyce, chief executive officer of The White Agency, is the other joint, chief executive officer.

l-r: Paul Worboys & Miles Joyce 

Worboys continued, “This is not about creating another integrated agency; this is about specialists within the technology, experience and ideas /creative space working together where possible, and separately if required.

“After six months of harnessing our joint capabilities, we’re already creating a culture that unites these specialists and inspires creativity.  We’re excited about now formalising that relationship and introducing our new brand to the marketplace, while fostering a stronger, more nimble business built from our collective strengths.”

WPP AUNZ chief executive officer, Mike Connaghan, noted, “While the relationship between The White Agency and GREY was first announced at WPP AUNZ’s full year results in February this year, the new combined branding unveiled this week will finally allow the two agencies to present a united front to the Australian market.

“Ongoing change in the marketplace has seen increased interest in morphing ideas and technology.  The move to combine The White Agency and GREY is one driven by our desire to provide these solutions by having people, technology and great ideas all working as one.

“Both The White Agency and GREY are powerful players on their own, but whiteGREY is a stronger offering.”

whiteGREY’s Sydney offices are located at 14 Argyle Place, Millers Point and the Melbourne office is located at 16 Palmer Parade, Cremorne.