Grilling Giant Weber Picks Grey as Its First Global Agency

By Erik Oster 

With grilling season on the horizon, Adweek reports that Weber-Stephen Products–purportedly the largest grilling brand in the world–has appointed Grey as its first global agency.

The appointment follows a review which saw Grey beat out finalist, and fellow WPP agency, Ogilvy & Mather. Grey will lead the account out of its New York office, taking responsibility for Weber’s global consumer advertising, digital and activation marketing, as well as other integrated communications duties.

Weber’s charcoal grills, of course, have been a ubiquitous staple of American backyards since the 1950s. But the company also sells its products, which also include propane grills and propane grill accessories, as well as electric grills, cookbooks and mobile apps, in some 54 countries. According to Kantar Media, Weber spent around $1.3 million in measured media domestically last year, and sources say the company spends around $40 million each year globally. Weber has previously worked with a variety of agencies, including Denver’s Rabble + Rouser, with its marketing focusing on digital and mobile platforms in recent years. 

In an internal memo, Grey’s global president and North American CEO Michael Houston, who was promoted to that position back in February, wrote, “There is no more iconic American brand than the Weber kettle. We are honored and excited to count them as a global client and bring their brand story to the world.”

It’s not the first time in recent months that Grey has been selected as a brand’s first global agency, as Bose named the agency as its first-ever lead global creative agency in December, following a review.