MILLENNIAL-FOUNDED AND LED COMMUNICATIONS VENTURE GRAY WOLF LAUNCHES
Today, Gray Wolf, a new millennial-led communications firm, launched to bring breakthrough storytelling services to market as part of a more cost-effective model for brands. Founded by Shaun Clair and Layton Lassiter, the agency’s leadership team brings three decades of experience across consumer, corporate and executive communications. As a millennial-founded firm, Gray Wolf offers new ways to solve the industry’s primary challenges to storytelling success through a new, more impactful model and a firm understanding of what it takes for brands to reach younger consumers.
Gray Wolf co-founders Layton Lassiter (left) and Shaun Clair (right).
Gray Wolf solves its clients’ biggest challenges by delivering more talent and agility through its unique Fluid Workforce model. The firm’s Fluid Workforce is a network of seasoned partners and collaborators dubbed The WolfPack, which provides clients access to senior, specialized communications talent sourced from around the country at a fraction of the cost.
The power of earned media has never been more critical for brands as 82% of younger consumers use some kind of method to avoid advertising. The public relations business has bulked up as a result, but newsrooms continue to slim down, with public relations professionals now outnumbering journalists at a 6:1 rate. This has created a storytelling problem as the industry now fails at its original intent to earn attention from journalists. Gray Wolf addresses this failure by stacking clients’ businesses with agile teams of specialized storytellers with average years of experience ranging 12 to 15 years. The agency is able to do this at less cost, enabling clients to reinvest the budget difference back into their businesses.
“We’ve sourced experienced, specialized strategists and operators to join our pack, solving the storytelling problems that less experienced public relations teams face that leads to a struggle to get coverage. And, we can do it with more speed and flexibility with our Fluid Workforce model. The lone wolf mentality has no place anymore; brands want earned media at the center of their marketing efforts and seek team players to deliver that work - the values that are reflected in our name.”
Shaun Clair, Co-Founder & Partner
The agency launches with strategic partners to help solve modern day earned media challenges. Among them is Allied Sports, a fast-growing partnerships agency that welcomes Gray Wolf to its “Allied Network” of service providers collaborating to offer brands and properties a more nimble, purpose-built solution. Additionally, Gray Wolf’s founders are backed by a board of strategic advisors from leading marketing and communications firms. The advisory board is led by Mary Scott, an industry veteran with 30 years of integrated communications experience who most recently served as President of Integrated Communications at Edelman’s United Entertainment Group.
“We champion brands’ efforts to drive measurable results and earn influence with Gen Z and millennial consumers. A brand’s purpose is important to younger consumers – they need to know why a brand exists before they know what they are selling. Brands who communicate their purpose through their people, products and partnerships will more effectively engage younger consumers and attract newer, more diverse audiences.”
Layton Lassiter, Co-Founder & Partner
Shaun Clair brings over 20 years of executive leadership experience to Gray Wolf. Clair has steered blue chip brand campaigns for Marriott International, USAA, NFL, Coca-Cola, and more. He co-founds Gray Wolf by departing 160over90, the brand marketing arm of Endeavor, the global sports and entertainment company. As a member of the public relations leadership team, Clair oversaw the group’s media relations practices and developed strategic business development initiatives. Clair’s work has yielded award-winning campaigns across notable industry awards including a Cannes Lion PR award for Best PR-Led Integrated Campaign and a PRWeek award for Best Integrated Campaign.
A communications leader both in-house and agency, Layton Lassiter brings diversified expertise across corporate and consumer communications built over nearly a decade. Lassiter has created earned media programs, strategic communications strategies and influencer marketing campaigns for brands including Anheuser Busch-InBev, Reebok, Under Armour, Marriott International and some of the largest financial institutions in the world. His background spans advising Fortune 500 communications teams during critical situations to activating brand partnerships at the Super Bowl. Lassiter has counseled countless hyper-growth companies and startups ranging from seed stage to IPO and has helped a number of executives become industry stalwarts by building their thought-leadership platforms from scratch.
For more information about Gray Wolf and its services, please visit graywolfagency.com and follow us on LinkedIn and Instagram.