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Editorial: Grey minus big clients will lack appeal.(Grey Global Group, TwixTel Technologies Inc.)(Brief Article)(Editorial)
Alarm bells will be ringing at Grey Global Group after news that its New York office has lost out to an Asian independent agency to handle a new brief for the Mars-owned Twix, despite being the brand's agency of record.
What makes Grey such a desirable acquisition for rivals such as WPP isn't its breathtaking creative work but clients such as Mars and Procter & Gamble, whose relationships with the network stretch back many years. But P&G is changing; so too is Mars, signalling its determination to move away from the dull ...
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