- The Whitney Museum of American Art is bringing Grey New York on as its new global ad agency.
- Grey is already using the #AmericanArtIs hashtag for all of the museum's marketing materials.
- The WPP agency is also developing the global campaign for the museum's 2015 relocation to the Meatpacking District.
Grey NY isn't technically knocking out an incumbent to take over as global ad agency. That could be a blessing — less to match up to — or a curse, potentially struggling with Whitney adjusting to work with an agency at all in this capacity. The road forward will include establishing a relationship along with the ad work.