Perry Fair Joins Grey New York as Creative Director

Tor Myhren, Executive Vice President and Chief Creative Officer of Grey New York , has announced that Perry Fair has joined Grey as a Creative Director. This marks another key creative appointment to enhance Grey New York after its recent high-profile wins of the NFL, T. J. Maxx and Diageo’s Ketel One brand.

Since 2008, Fair has led his own integrated consultancy, Crush&Destroy, in collaboration with the interactive agency, Sabertooth, Venice, California. He created fully integrated campaigns that combined branded content, digital, viral, experiential, social network strategies, PR as well as event and mobile marketing and gaming applications.

Earlier, Fair served as Creative Director on Nissan at TBWA/Chiat/Day, Los Angeles. He launched “Follow the Z,” the highly successful integrated campaign that included a cross country tour of the new Z, content and promotions pushed to enthusiast sites, viral and long form films, supported by rich and non-rich ads, broadcast, OOH and events that generated millions of online views.

“I’ve admired Perry’s smart, powerful work for high-profile clients like Nissan, Nike, Gatorade, Coca Cola and Target,” Tor Myhren said. “He brings deep experience in creating powerful and provocative ideas across every platform, particularly digital. He’s always exploring around the fringes of pop culture, and understands the modern world of advertising.”

In 2006, Fair began his second stint at The True Agency, New York, as Executive Creative Director of the multicultural shop. His award-winning work on Target, AARP and Nissan included Gold and Silver Effies, the first given to a multicultural agency.

Earlier, he served as Head Writer of Element79Partners, Chicago, in 2005 contributing to a number of key Gatorade brands and Harris Bank.

Perry Fair joined Burrell Communications, Chicago, in 1999 and became the youngest person in the company’s history to be promoted to Associate Creative Director, working on Coca Cola, Toyota and Lexus. He created the “Nu Classic Soul” campaign for Coca Cola, one of its most recognizable efforts of all time and launched Tracy McGrady’s best-selling shoe from adidas. He was instrumental in leading creative teams that won more than $80 million worth of new business.

Fair has done breakthrough work for TRUTH, the renowned anti-smoking campaign, in collaboration with Crispin Porter Bogusky and Arnold Communications. In addition, he worked on Nike at Wieden and Kennedy.

Perry Fair, a graduate of Clark Atlanta University, was named one of the top 25 young advertisers in America by the AAF.

He has written the original supernatural thriller, “The Fourth Horseman,” which was acquired and placed into production by Intrepid Pictures.

Fair’s work has been recognized by CNN, The New Yorker, The New York Times, USA Today, Newsweek and Entertainment Weekly. His creative campaigns have been featured in Communications Arts, Archive, Creativity Magazine and The One Show Magazine.