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.

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