Grey Group Announces Grey Milan and 1861 United Merger


Grey Group has announced the merger of ‘Grey Milan’ and ‘1861 United’, to create a new Italian agency ‘Grey United’ based in Milan.

The enlarged full-service agency will be led in Italy by the founders of 1861 United, Pino Rozzi and Roberto Battaglia. This follows the decision of Chief Executive Officer Mario Attalla to leave Grey Milan after eight successful years with the company.

Employing over 100 professionals and serving over 25 clients, ‘Grey United’ will provide a full range of marketing services including creative, strategy, digital, technology execution and social media management. 

David Patton, President and CEO of Grey EMEA, commented:

“I’m delighted to have joined forces with 1861 United, one of Italy’s most dynamic and creative agencies. In ‘Grey United’ we have created a strong and future-facing agency that will have a clear distinction in the Italian market. This is an excellent evolution for our clients and staff, as the combined agency will undoubtedly bring new scale and capabilities to the market place. 

I’m really looking forward to working very closely with Pino and Roberto. They have a great reputation in the Italian market and their creative firepower will certainly bring amazing energy to the agency. I think they will absolutely thrive being part of the Grey network. 

I also want to thank Mario Attalla for his commitment and loyalty to Grey and wish him every success for the future. Under his leadership, Grey Milan has been consistent in what has been a very tough market environment over the past few years.” 

Pino Rozzi, CEO and ECD and Roberto Battaglia, President and ECD of ‘Grey United’ stated:

“We are honoured and excited to be joining Grey. The network is in the midst of a strategic revival, which was confirmed by the 36 Lions won at Cannes this year and being awarded 2013 Euro Effies Agency of the Year. The integration of the two agencies under our leadership will bring significant advantages to our local and international clients. We’re very excited by the opportunities this merger will create for everyone involved – clients and employees.”

Grey – AdWeek’s 2013 Agency of the Year

Adweek Agency of the Year

Grey has been named AdWeek’s 2013 Global Agency of the Year!

The article chronicles what AdWeek says is the best of advertising achievement for the year ending.  But it does much more than that.  It tells the story of our transformation and turnaround . . . Grey’s journey toward becoming the most “Famously Effective” agency on the planet with a soaring creative reputation, a new business performance second to none and the best talent and blue-chip clients in the industry.

Read AdWeek’s full article:

Volvo Cars Appoints Grey London As Lead Global Ad Agency


Volvo logo

Grey London are the new lead Global ad agency for Volvo Cars!

The motor firm’s agency review was focused on a pitch for the launch of the next Volvo XC90 due to be introduced to the market in 2014, which saw the participation of six agencies, with just four agencies presenting their full proposals.

Tomás Caetano, vice president of brand marketing at Volvo Cars, said:

“Volvo Cars, being a small and nimble brand, sought the same qualities in our creative partner. Grey’s deep understanding of our brand will ensure strong and consistent brand communication.”

Havas’ Arnold Worldwide was the incumbent for the account, while Forsman & Bodenfors will continue to create Scandinavian ads for the brand.

Grey London will begin work on the account in January.

Ribena Appoints Grey London To Global Account

Ribena logo

Ribena has handed Grey London its global advertising account, except for the UK and Ireland, which remains with M&C Saatchi.

This is the first time Ribena has appointed one agency operating at a global level. Grey London picked up the account after working on Ribena’s brand stablemate Lucozade for the past three years.

Jon Roberts, Ribena and Lucozade’s international marketing director said:

“Through their work over the past three years for Lucozade, Grey London has shown considerable energy, eye-catching creative and understanding of the international drinks category.

I really look forward to this work being activated in markets in Africa and Asia, driving a closer consumer connection with Ribena.”


Grey London’s first work as Ribena’s global ad agency is expected in March 2014.

Grey EMEA President and CEO, David Patton, Elected President of EACA

DavidPattonPresident and CEO of Grey EMEA, David Patton, has been unanimously elected President of EACA (European Association of Communications Agencies) for the next two years. He succeeds Moray MacLennan, CEO Worldwide of M&C Saatchi.

The EACA is a Brussels-based organisation whose mission is to represent full-service advertising and media agencies and agency associations in Europe.

“David’s broad experience, not just at Grey, but in his previous career, will be a huge asset for EACA as we continue to expand our offering to our members,” says Dominic Lyle, the Association’s Director General.