Grey Group Wants to Turn Innovative Ideas Into Businesses

Volvo's Life Paint a prime example

Grey Group wants to do more than think of good ideas—It wants to turn them into actual business models with real products that make real revenue.

To do this, the New York agency is launching a unit to work with clients to spin out products and services that surface during the branding and campaign development process. The team, Grey Adventures, will be a practice housed within Grey Group focused on developing intellectual property that it can scale for both the agency and for clients.

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