WPP Buys Rest of Shopper Insight Firm Frey G2

WPP-owned ad network Grey Group Germany has bought the remaining 50% of shopper marketing and insight agency Frey G2 from its co-founder Ulrich Dirk Frey. Terms of the deal were not disclosed.

Frey G2, which currently employs around 40 people and in 2011 had unaudited revenues of EUR 2.9m, provides clients with shopper and retail insight, brand activation and point-of-sale marketing campaigns, along with shop design services. The firm will now be re-branded as Grey Shopper and integrated into Grey Dusseldorf.

Following the sale of his share of the business Frey (pictured), who co-founded the company in 1986 with Bernd Michael, will now work as an independent consultant, with a focus on shopper marketing.

On its web site, Frey G2 says: 'With profound expertise and knowledge of the market, many years of experience and use of all the international resources of the global WPP network, we can meet even the most stringent demands of industry and commerce - for everything from local companies to major global players.'

Web sites: www.grey.com/germany and www.frey-bb.de .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.