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Grey London is to fully acquire and integrate social media agency Wildfire on June 1, forming Grey Social, which will offer social insights, creative and content production.
The Wildfire management team will join Grey London, with Ivan Palmer as director of social development and innovation; Olivia Clarkson as director of connected culture; Asad Shaykh as joint head of strategy; and Vikesh Amey-Bhatt as group creative director.
In 2008, Grey took a minority share in Wildfire, eventually growing that to a majority share just three years later.
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