Grey Australia rebrands to JayGrey
25 September, 2009
Shedding its traditional agency skin and emerging with a new name and new face, Grey Sydney’s office will now operate as JayGrey. The name pays homage to Jay Furby, the creative powerhouse at the helm of the agency’s bid to rise above traditional rivals and challenge Sydney’s emerging landscape of ‘new’ brand agencies.
Furby has rated as Australiasia’s number one creative for two years in a row and an astonishing number nine in the world and boasts an impressive credits list including multiple awards and mentions in dispatches of Cannes Lions, D&AD and the One Show. It’s a combination of Furby’s talent and prescience and the agency's trusted heritage that will see JayGrey rival boutique agencies.
A bold move for the traditionally steadfast agency, JayGrey has unflappable support from the business’ core. Following a history of fluctuating fortunes, Paul Gardner, Grey Group Australia and New Zealand’s Group Chairman, is confident with the shift.
“Recent ventures including the development of a digital arm, G2, designed to keep their media campaigns in line with the new media world and i-environment have delivered great results,” Gardner says.
“However, until the establishment of JayGrey we felt there has still been a gap in our offering, namely a strong, high-profile, extremely creative Grey business in Australia’s major city. We’re pleased to collaborate with Jay Furby to create JayGrey, an agency that will be nimble, noisy and entrepreneurial.”
To ensure he can execute cutting edge campaigns for loyal clients including Sara Lee and GSK, Furby is surrounded by a team of ‘thinkers’, a title emblazoned on all staff business cards at JayGrey.
“Every team member at JayGrey is a thinker. We employ only those blessed in the core of the cortex. We find it works better for us and makes our relationships with clients run smoothly,” says Furby.
Clients have embraced the move, and more importantly find JayGrey’s work aligned with their own direction. For the last four months, JayGrey has worked with Sara Lee resulting in some soon to be released campaigns.
"JayGrey has been a dramatic shift forward in terms of passionate, engaging, 'out of the norm' creative in core, heavily ('wallpaper') advertised categories in which we operate. The results have been consumer relevant while 'out of the box'. The brand teams are invigorated,” says Stephen Warner, Managing Director, Sara Lee Household and Body Care.
“We are surprised and engaged at each presentation. Projects are an adventure rather than a process. Not your run of the mill 'flim flam' creative from people who think they know better than everyone else, but stuff that really gets a client and consumer reaction”.
“For us, consumer engagement is fun, the whole team feels a breath of fresh air and something different. I showed some of the work around the country to our State teams: they didn't have to be told there was a 'new agency'!! I know JayGrey will be a success," he said.
JayGrey is open for business.