Grey joins with Wildfire to take social global

14 June, 2011


LONDON — Recognising the growth and importance of social as a key channel to consumer engagement, Grey is joining with long term partner Wildfire Word of Mouth to develop a global network of social expertise. The move ensures clients can access the experience of best in class, multi award-winning Wildfire which is rebranding as THE SOCIAL PARTNERS as part of its global expansion.

Chris Hirst, CEO for Grey London comments: “Agencies now need social media integration as much as they need TV departments. With The Social Partners we have leapfrogged the competition and have an offering that combines social media with offline influencer programmes to deliver a measureable effect in the real world - the most developed and innovative in the market.”

GREY London became an investor in Wildfire Word of Mouth Ltd in 2008. The two companies have worked together on a number of integrated campaigns for clients including GSK, Brother and Allianz; winning awards for their P&G and ‘Live Every Litre’ pan-European work for Honda.
The Social Partners’ London HQ is based at the GREY London offices and the first international operation opened within GREY Dusseldorf, Germany in March this year with further new offices in Europe and beyond due to follow in the next few months.

"Partnering with Grey gives us instant access to their global network enabling us to deliver social media campaigns for global brands. Clients can therefore immediately benefit from our proven processes and measurement methodologies, developed over six years of industry leading experience and expertise” explains partner Ben Corah.

In addition to the global expansion, The Social Partners has expanded its social media marketing services into four core offerings, fusing real world consumer influence and online social networking under the banner of Total Social.

Every social programme needs a real world strategy. Peer to peer brand influence in the real world (face to face) outweighs digital influence by eight to one* – brands need to connect their online social strategy with real world influencer programmes to get the most from social initiatives” comments founder and Director of Social Planning, Ivan Palmer.
*Source: Keller Fay 2011

2004: Wildfire becomes the first specialist Word of Mouth (WOM) agency in UK
2005: Wildfire becomes the first UK agency to join Word of Mouth Marketing Association (WOMMA)
2006: Wildfire pilots WOM programmes for P&G, Masterfoods, Nokia and GSK
2008: GREY invests in Wildfire business expansion |Wildfire wins inaugural WARC Global WOM Grand Prix (GSK)
2009: Wildfire and Grey win a Gold Effie (P&G)
2010: Wildfire appoints Graeme Ford as Director Social Research |Wildfire and Grey win European Excellence Award (Honda)
2011: Wildfire appoints Jane Young as Director of Business Innovation | Wildfire Word of Mouth becomes The Social Partners and opens new offices in Dusseldorf, with more to follow worldwide

For further information please contact:
Ben Corah - Partner - The Social Partners - - +44 (0)20 3037 3019

For more information, please visit  

Phone / face to face interviews, photos and exclusive quotes are available upon request with:

- Ivan Palmer, Director of Social Planning at The Social Partners
- Ben Corah, Managing Partner of The Social Partners
- Graeme Ford, Director of Social Research at The Social Partners
- Richard Dolphin, Managing Director, GREY Dusseldorf (phone interview / quote only)

To arrange interviews please contact:
Jane Laurie  | +44 (0)20 3037 3000 |Ceri Lynaghan

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