WPP shop gets closer to P&G with Grey Midwest
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Procter & Gamble Co. wants its agencies closer to home, and WPP’s Grey is obliging by opening Grey Midwest in Cincinnati, combining the former Possible office there with new e-commerce, shopper and production operations.
As part of the move, being announced Wednesday, Grey will take over the Cincinnati office of Possible in P&G’s hometown. Only last year, Possible was consolidated with sibling digital shop Wunderman, but the Cincinnati portion will now become the foundation of Grey Midwest.
Grey Midwest will start with 80 employees, mainly from Possible, which has handled P&G work for years but has seen that work ebb as more assignments moved to other cities in the network and P&G divested some brands. Possible was once among the largest ad agencies in Cincinnati, counting 30 P&G brands as clients, but it downsized in 2016 after losing accounts that included J.M. Smucker brandssome of them former P&G brands such as Folgers and Jif.
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