Almond Board of California Names Grey New York Agency of Record

Following a competitive review, the Almond Board of California (ABC) has selected Grey New York as its 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 US, 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 fuelling 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.”

This new partnership with Grey New York is bringing the full, holistic, integrated strength of WPP to the Almond Board. This means seamlessly leveraging specialised expertise from powerhouses like Ogilvy PR, Ogilvy Consulting, WPP Media, and The Food Group.