VIDEO: Jim Heekin on Grey's future direction

When Jim Heekin took over as chairman and CEO at Grey, he said the agency had a reputation for being a very client-focused and effective company, but it was not known for brilliant creativity. “The biggest challenge was one of time,” he said. “I found that there was great receptivity at Grey, amongst the people, to change. There was a sense that we needed to change. But once you begin change, it never happens fast enough. And being an impatient person, I thought that was the most challenging aspect was getting as much done as possible, in the shortest period of time.”

“Our goal from the beginning has always been to be an undisputed leader in creativity among the big global agencies.” He said, admitting that although it was a bold goal, it was something that they could rally around, and what Grey needed as a company to improve their creative output and reputation.

“The last four years have been about drastic change in terms of recruitment of talent around the world, and nowhere else do you see that more in Asia. Over the last two years there have been an enormous turnover in terms of new talent, new leadership. And that will continue because there’s no finish line when it comes to talent in our world”.

Asia will take centrestage in Grey’s strategy for growth. “Unquestionably, Asia is the driver of growth,” he said. “All of our multinational clients are heavily invested in Asian growth, which makes it, in the standpoint of investment and priority, number one for us,” he said.

Grey’s history is that it has been undersized in Asia and some catching up is needed. “We need to be extra aggressive. We need to be better than the others so that we get noticed and have a compelling reason for clients to pick us.”  

Heekin said that when he started at Grey, it was treading water, on neutral ground, but is currently on an upward trajectory, and that part of Grey’s strategy would be to acquire companies in markets where they are undeveloped or where they need special capabilities, like digital.