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Grey London is using the agency’s own 100-year-old origin story as a springboard for an industry-wide call to embrace diversity and acceptance via a self-branding campaign, launching today, in which it will rename itself, for more than three months, as Valenstein & Fatt, after its Jewish founders.
It’s 1917. New York is booming. Two young Jewish entrepreneurs, Lawrence Valenstein and Arthur Fatt, set up a company. But anti-Semitism is rife. Their names could cost them business. So they call it Grey, after the color of the wallpaper.