MODESTO, Calif. – Following a competitive review, the Almond Board of California (ABC) announced today it has selected Grey New York as its new agency of record. Grey was selected after a competitive pitch handled by SelectResources International.
Grey will be responsible for developing ABC’s global positioning platform and will lead integrated marketing communications across the U.S., Mexico and Europe. This includes strategy, planning, consumer and trade marketing, public relations, media, research, and data and analytics for ABC, with a new brand campaign being developed in 2026.
“The Almond Board of California’s marketing programs have a long history of elevating almonds as a healthy snack and fueling global demand. Today, we’re excited to open a new chapter with Grey New York as our lead agency. Their creativity and strategic vision perfectly align with our ambition to deepen consumer love for almonds, spark innovation, and shape a healthier future for our industry,” said Clarice Turner, CEO of ABC.
"We are so proud to welcome the Almond Board into our Grey family as part of a truly world-class integrated WPP team," said Agnes Fischer, CEO of Grey New York. "This is a critical moment for the California almond industry, and our mission is to deliver growth for California almond farmers through Famously Effective ideas. We can’t wait to get started.”
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About Grey:
Grey’s mission is to create Famously Effective ideas that move people, business, and the world forward—harnessing the power of creativity to solve business problems and deliver growth for the world’s most influential brands and companies including P&G, Volvo, Haleon, Circle K, and The Coca-Cola Company, among others. This year alone, Grey was recognized as a 2025 Fast Company World Changing Ideas winner, earned 7 Grand Prix from prestigious global award shows, and secured 22 Lions at the 2025 Cannes Lions International Festival of Creativity, including a Gold Lion in every region. Newsweek also named Grey a Top 100 Global Most Loved Workplace (2024) and America’s Greatest Workplaces for Women and Professional Services (2025). Grey is part of WPP (NYSE:WPP).
