Ad Agency Gives Millennial Employees Their Own Separate Space
Grey Advertising shifts the traditional agency setup by giving millennials their own wing
The Millennial Generation, defined roughly as individuals born between 1980 and 2000, now represents 25% of the United States population. Its 80 million members hold over $200 billion in annual buying power, and they are the most coveted audience for businesses looking to remain relevant in a saturated consumer market. Grappling between millennials’ formidability and their shifting values, many companies are forced to ask: how do we approach today’s most powerful generation?
Grey Advertising, AdWeek’s 2014 Agency of the Year, asked itself just that. The agency, which employs over 1,000 individuals, indicates that 48% of its workforce falls into the millennial generation. In the past several years, Grey management noticed that millennials entering the office worked differently than their colleagues: they were more informal in communication, thrived on collaboration, and yearned for a work community.