DEARBORN, Mich.--(BUSINESS WIRE)--WPP today announced the rebranding of Team Detroit, Blue Hive and Retail First under a single global identity now called GTB. The new name reflects the agency’s unified vision, innovative mindset and true worldwide reach.
GTB, an acronym for Global Team Blue, operates on six continents and has 49 offices. Integrated across virtually every communications discipline, GTB is WPP’s largest agency team, poised to take its collaboration power to a new level of creativity and impact. Today there are 48 WPP Global Client Teams.
“We operate as a single global entity, so it makes sense not only to have a shared purpose but also a name that reflects purpose for our people and our clients,” said Kim Brink, Chief Operating Officer of GTB. “Clients more than ever want the best of the best talent WPP has to offer. As our business model moves toward even greater connectedness, uniting those many talents is a mission statement for them to achieve great things. GTB is one big team at heart.”
This global-mindedness is one of the influential partnership’s defining strengths. “Because we are so integrated on a worldwide level, we are able to provide global thinking, strategies and assets,” said Brink. “It’s a huge competitive advantage.”
The transition comes in the wake of the agency’s vision of “compelling change.” Brink urged GTB’s marketing and communications professionals to embrace creative, technological and business evolution. “We were born of change and our ability to forge change is key to innovating for the future for our clients,” Brink said.
Team Detroit, in particular, is no stranger to creative transformation, having formed in 2007 with the fusion of the Detroit chapters of J. Walter Thompson, Ogilvy, Mindshare, Y&R and Wunderman. The agency has evolved alongside the city of Detroit’s much-publicized urban renewal efforts and has done its share to contribute to the growth of small business via pro bono work and community outreach.
In addition to emphasizing its global capabilities and connected ethos, the “blue” reference also pays homage to GTB’s main client, Ford Motor Company as well as blue sky thinking. Other major clients, including Purina, Johnson Controls have been attracted by the collaboratively efficient business model.
In other global markets, the constituent agency teams, which were branded Blue Hive, will also adopt the GTB identity. Hudson Rouge, the agency for Ford’s luxury brand Lincoln, will maintain its name.
Although this announcement may come as a surprise to some, the name change was hardly an overnight venture. “It took time and countless rounds to find the perfect fit,” said Global Chief Content Officer Toby Barlow. “We needed a name that would accurately represent our brand and resonate with all our markets.” Along with the new name, a fresh logo and redesigned website were created for adoption globally over a period of transition in 2016.
Headquartered in Dearborn, Michigan and founded in 2007, GTB is an industry-leading advertising and communications agency. Formerly known as Team Detroit, Blue Hive, and Retail First, the agency unified under the single name GTB in May of 2016. A WPP company, GTB has 49 global offices across 6 continents. Clients include Ford Motor Company, Johnson Controls, Ohio Art, and Purina among others.
Visit www.gtb.com for more information.