Grey London Forges Ahead with CSO and COO Promotions

Wayne Brown, currently MD of GreyPOSSIBLE, has been appointed to the new role of COO at Grey London, while Matt Tanter, head of planning, has been promoted to CSO. They will report to CEO Leo Rayman. Both joined the agency in 2013 and have been key architects of the agency’s recent success, diversifying its talent pool and creative work, client base and revenue.

Wayne Brown joined Grey London to launch GreyPOSSIBLE, a JV with WPP’s largest digital business, POSSIBLE. The specialist digital unit is now 50-strong and works with 90% of Grey London’s clients, doubling profit and margins over three years. 

Raised on a Bristol council estate, he entered advertising via the post room of Bates Dorland. Rising through the ranks of London’s leading agencies and after a stint client-side, he made his name as client services director and then MD at glue ISOBAR, when they were named Agency of the Year. 

In the new role of COO, he will focus on acquisitions to continue to diversify Grey London’s offer, especially in the areas of tech, data, entertainment and earned media. He will also further build the bond between GreyPOSSIBLE and other group companies, including GreyShopper and GreyWorks, the agency’s shopper marketing, activation and production arms. He will continue to run GreyPOSSIBLE. 

Wayne Brown said: “We’ve already built a diverse group that is true to our Open way of working. To realise the vision of becoming the most progressive agency in the world, I now want to accelerate the integration of our multi-talented team, as well as drive the cultural and commercial agenda around technology, innovation, data, content and earned media and will soon be making further announcements.”

At 35, Matt Tanter is now one of the youngest CSOs of a major agency. With a background in data and digital strategy at Proximity and glue Isobar, he exemplifies the new wave of creative strategist. He was appointed Grey London’s head of planning in April last year, having spent two years as planning director on some of the agency’s most recognised and diverse work. He developed the award-winning Lucozade Conditions Zone, which won a Cannes Lion for creative data and led planning on numerous successful pitches. 

Matt Tanter added: “We have grown a phenomenal strategy team at Grey London, driven by the belief that none of us are as smart as all of us. We have fought to get to where we are and as the world faces new challenges, we are not stopping. If you are up for it and want in, come and see us.”

Leo Rayman, CEO Grey London concluded: “By promoting Matt and Wayne, Grey London is accelerating its push to be the most progressive creative firm in the world. Their energy and diversity, combined with their modern marketing expertise are a brilliant representation of the open culture we continue to build at Grey.”