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Joshua rebrands as G2 UK

 Joshua rebrands as G2 UK

Joshua G2, one of the UK’s leading integrated marketing agencies, is today rebranding as G2 United Kingdom. The change of name brings the agency into line with the rest of the G2 Worldwide network, part of Grey Group and a WPP company.

Having concluded an overhaul of its senior management team, London-based G2 United Kingdom aims to be the leading agency for creative, strategy and insight in the G2 global agency network. Key clients include Nestle, GlaxoSmithKlein, Procter & Gamble and Nectar.

G2 United Kingdom will operate as a brand response agency, specialising in advertising, direct marketing and CRM across all on- and offline channels.

Shopper marketing and promotional marketing are also key areas of expertise. Sister agency G2 Data Dynamics recently moved into the same offices to add weight to G2 United Kingdom’s customer insight capabilities.

The management team is headed by managing director Nick Hoadley and has been hand picked from several other leading agencies. Senior figures supporting Hoadley include executive creative director Richard Jones (previously at Ogilvy Action), planning director Verra Budimlija (formerly M&C Saatchi and Nitro), head of digital Gemma Dodd ( and response planning director Caroline Parkes (Craik Jones Watson Mitchell Voelkel).

G2 United Kingdom will operate a unique T-shaped team structure which allows different disciplines including planning, creative and insight to work closely together to produce cutting-edge work for clients.

The model underpins the agency’s concept of ‘Brilliant Impact’, with powerful ideas created by the clashing of different disciplines.

“Joshua had for some time been synonymous with direct marketing - but as an agency we are about so much more than that. Aligning to the worldwide group as G2 United Kingdom will allow us to act independently but draw on the network, while establishing ourselves as the leading creative and planning agency within the G2 global network,” said managing director, G2 United Kingdom, Nick Hoadley.

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