Zero Gravity Business – Grey New York


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What happens when a New York ad agency’s creative team is booted out of their posh offices and moved into a 70’s style sea of ugly earth toned cubicles?

That’s exactly what happened at Grey New York – a leader in advertising since 1917. The agency had become a bit stale – until the new creative chief, Tor Myhren, came along.

Sensing the need for a big shift – Myhren took Defy Gravity to a whole new level. He uprooted his team from their status quo digs. No more posh offices. They moved to the 2nd level of a ~30 year old building – featuring brown cubes. To introduce the move, he shot a kickbutt music video singing his own version of “Nothing Compares to Two”. Two being the new floor for the company’s creative home. CHECK IT OUT IT’S A MASTERPIECE!

The shift in office space was only the beginning.

As the internet and creative media really took off, Myhran took a sharp turn right into the vortex. He moved production in-house, allowing Grey to create spots more quickly and at lower cost.

So began the age of DIY at Grey – and the creative spirit flourished.

You know their work. Like the famous E-Trade babies. Rumor has it they have a feature film in the works. Wow. Then there’s the thousand-frames-per-second Phantom HD spots for the NFL and the mega-viral video “Obammcain” ad for the presidential election. Tor’s team is awesome!

In the past two years, Grey New York has become a multimedia powerhouse. In 2009, as ad spending decreased by 11%, the agency’s operating profits were up 44%. In that same year they won 17 new accounts, including BMW, DirecTV, Ketel One vodka, and the NFL.

There are all kinds of ways to shift – away from the status quo and toward high-velocity growth. It simply takes Gravity Defyin’ thinking.

I’d say Tor’s a master:)

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Republished with author's permission from original post.

Rebel Brown
Rebel Brown consistently challenges the status quo to deliver optimum solutions and high velocity growth for her clients. She combines the strategic expertise and tactical savvy of a global Corporate Strategy, Launch and Turnaround Expert, along with the leadership and motivational skills needed to get the job done.


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