By
Grey London will take on the name Valenstein & Fatt, in honor of Grey’s Jewish founders, Lawrence Valenstein and Arthur Fatt, for 100 days.
For the next 100 days Grey London will fully embrace the moniker, with the name appearing on the agency’s website, official signage, business cards and pencils. Receptionists will even answer the phone as employees of Valenstein & Fatt and the agency will operate that way for official reviews and pitches.
The name change is part of a self-branding campaign which it hopes will spark a wider embrace of diversity in the industry.
On its website, Grey issued the following statement on the name change:
It’s 1917. New York is booming. Two young Jewish entrepreneurs, Lawrence Valenstein and Arthur Fatt, set up a company. But anti-Semitism is rife. Their names could cost them business. So they call it Grey, after the colour of the wallpaper.
Today, Grey is …