• by Steve McClellan  @mp_mcclellan, May 19, 2016

WPP’s Grey Group has launched a new unit called Grey Adventures that will work with start-ups and tech groups to develop new products and services for the agency and its clients. 

Led on the business side by Evan Kraut, Managing Director, and on the creative side by Darren Moran, Head of Innovation for Grey, the Adventures practice is part of Grey’s recently formed Brand Experience Group, 

The Adventures unit is seen as a complement to the other divisions in the Brand Experience Group, including Activation and PR; Shopper Marketing; and Connected Experiences, a new practice formed by Grey’s recent acquisition of ArcTouch, a mobile development company. 

Previously Kraut was Chief Growth Officer at MRY, part of Publicis Groupe. He’s also co-founder and principal of angel investment firm Milkbox Partners. 

Moran joined Grey last month. Previously he ran his own consultancy and before that was Chief Creative Officer at Havas Worldwide in New York.