Grey New York is dabbling in the art world as it’s now been global ad agency for the Whitney Museum of American Art following a review. From what we’ve been told by sources, Grey beat out three other agencies in the pitch including Mother NY (Update: We’re now hearing from other sources that Mother actually declined to pitch. The saga continues). First up to bat for Grey, which is officially being dubbed “exclusive marketing partner” for the New York-based Whitney, is an integrated campaign breaking this week with the launch of the Museum’s 2014 Biennial.
In a statement regarding the agency decision, Whitney chief marketing/communications officer, Jeff Levine, says, “This is a transformational moment in the Whitney’s history and we are delighted to partner with Grey. Grey’s creativity, the strong,
clear tone of voice present in all of its work, strategic insights, integrated digital and social capabilities and global reach made Grey the ideal choice.”
In addition to the Biennial work, Grey NY will also provide marketing support for the Jeff Koons: A Retrospective exhibit that will be unveiled in late June and build brand awareness to hype the Whitney’s move to NYC’s Meatpacking District in spring of next year. The Whitney Biennial, by the way, runs through May 25 at the museum’s Madison Ave. space. Prior to Grey, the Whitney worked with the likes of Ogilvy, though there was no incumbent in this current review.