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MintzTech In the News In NYC - Grey Group Launches Grey Adventures

New York-based advertising powerhouse Grey Group has launched a new, tech-focused unit aimed at engaging directly with the cutting-edge material required by its present and future clients. Called Grey Adventures, the unit will work to create new products, services, and business models for the agency. Partnering with both innovative start-ups and established tech companies alike, the practice combines Grey’s creative capital with its deep, material understanding of the tech space. The team will be led by Evan Kraut, Grey’s managing director of Grey Adventures, and Darren Moran, the agency’s head of innovation.

Grey Adventures and its intellectual property platform will serve as a complement to the other divisions in the Brand Experience Group, including Activation and PR; Shopper Marketing; and Connected Experiences, a new practice formed by Grey’s recent acquisition of ArcTouch, a mobile development company.

The primary focus for Grey Adventures centers on building intellectual property for both the agency and its clients, as well as working with early-stage companies in non-traditional models such as strategic partnerships, revenue shares, and joint ventures. But Grey is also investing in intellectual property for Grey Group, which Grey will fund and then continue to grow and manage. If successful, it may take on further investment from outside the company or spin it out into an entirely new endeavor.

With its push for strategic partnerships, be sure to keep an eye on the Grey Group for more innovations – and adventures! – down the road.


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Daniel I. DeWolf

Member / Chair, Technology Practice; Co-chair, Venture Capital & Emerging Companies Practice

Daniel I. DeWolf is an authority on growth companies and serves as Chair of Mintz's Technology Practice Group and Co-chair of the firm’s Venture Capital & Emerging Companies Practice. He has worked on pioneering online capital-raising methods. He also teaches venture capital law at NYU Law School.

Samuel Asher Effron

Member / Co-chair, Venture Capital & Emerging Companies Practice

Samuel Asher Effron assists Mintz clients with venture capital and private equity transactions, helping start-ups with legal and business matters. He has clients in a variety of technology sectors, including video gaming, music, virtual and augmented reality, and consumer electronics.