Joshua to rename as Grey creates G2 group

Grey Worldwide is establishing a global network for its marketing services agencies in a move that will see Joshua rebranded as Joshua G2.

The G2 network will include Grey Direct, Grey Interactive, MDS and a number of local brands, such as Joshua. It will launch this week and Joshua will incorporate the name as Joshua G2 by September.

Grey decided to establish a formal network for its below-the-line operations at its group conference in New York last month.

The network’s global accounts include Procter & Gamble, Nokia and Swatch. A Joshua spokesman says: “Our business is becoming more international, and this visible link to the world’s premier marketing services group can only accelerate our ability to meet clients’ international needs. This will make us a more internationally dynamic Joshua with access to quality partners and resources around the world.” Last month Sara Lee moved its &£6.5m Ambi Pur air freshener account out of Grey London and into Joshua as part of a renewed focus on integration. The London-based agency is also pitching for M&G Investments’ integrated account against Partners Andrews Aldridge and CCHM/Ping.

Joshua and Publicis retained the Post Office’s &£35m advertising and marketing business earlier this year following a six-month review (MW February 16).