Case Name :      Grey China

Authors :           John S. Hulland, Donna Everatt

Source :             Ivey Publishing

Case ID :            99A014

Discipline :        Marketing

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Grey China is a subsidiary of Grey Advertising, based in New York. Established in 1917, Grey Advertising offered a variety of marketing and corporate services through its 377 branches in 88 countries, which employed 10,000 people. This case provides an overview of how an advertising agency functions, as well as illustrates timely advertising industry issues, such as specialization and globalization. The CEO of Grey China must decide whether to launch an interactive services department to capitalize on the potential for a first-mover advantage. Many marketing managers in Hong Kong and China were unaware of how interactive marketing could be integrated into their marketing communications programs. Grey China had the daunting task of building primary market demand for interactive marketing communications.