By Gideon Spanier
Volvo, one of AKQA and Grey’s most important shared clients, has backed WPP’s decision to merge the two agencies.
Andreas Malm, the global chief marketing officer and chief creative officer of Volvo Cars, says he believes the tie-up between Grey, a 103-year-old creative network, and AKQA, a younger, digital upstart, makes sense.
“Due to new technology and shifts in the advertising and marketing industry, the industry itself has become a little bit scattered. There is a huge need to pull data and creativity closer together,” Malm says.
“By doing this merger between AKQA and Grey, I do think they will become the ones to beat. I am biased, because I
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