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    One of Cincinnatis largest branding firms merges with N.Y. ad giant Grey One of Cincinnatis largest branding firms merges with Grey

    4/11/18

    By Andy Brownfield | April 11, 2018

    Digital branding and advertising firm Possible, headquartered downtown, is becoming part of Grey Group and will now be known as Grey Midwest. Terms of the merger were not disclosed. Possible managing director Tony Desjardins told me that the joining came about as a natural evolution of a joint venture between the two companies, which are both part of multinational advertising and public relations firm WPP, to service one of their mutual largest clients: Procter & Gamble Co.

    "The best way to put it is we're combining forces," Desjardins said. "Having such a prominent traditional agency like Grey have a foothold so close to Procter makes sense, and we give them a bit of Midwestern scrappiness."

    Desjardins will stay on as managing director of Grey Midwest, and the current management structure will continue. All of Possible's 80 employees will remain with the agency. Desjardins said Grey will be growing the agency presence in Cincinnati, relocating resources to the Queen City and recruiting more. He expects that to bring between 10 to 20 new people to the office by the end of this year.

    Townhouse, the full-service production agency that serves Grey clients, is opening a new 3,500-square-foot facility in Cincinnati.

    "We're excited to bring the global creativity and resources of Grey and Townhouse into closer proximity and partnership with all our clients, including Procter & Gamble, our largest client," Grey New York CEO Debby Reiner said in a news release. "We are confident a high-performance, smartly integrated, hungry team of makers all within arm's reach will ignite creativity, collaboration and speed to market and be attractive to clients all across the Midwest."

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