Dive Brief:

• The Whitney Museum of American Art is bringing Grey New York on as its new global ad agency. 
• Grey is already using the #AmericanArtIs hashtag for all of the museum's marketing materials. 
• The WPP agency is also developing the global campaign for the museum's 2015 relocation to the Meatpacking District.

Dive Insight: 

Grey NY isn't technically knocking out an incumbent to take over as global ad agency. That could be a blessing —​ less to match up to —​ or a curse, potentially struggling with Whitney adjusting to work with an agency at all in this capacity. The road forward will include establishing a relationship along with the ad work.