Ad giant Grey Global Group rolled its subsidiary Elemental Interactive into its New York-based public relations agency GCI Group. The Atlanta-based Elemental Interactive specializes in online corporate and financial communications. Some of its latest works included an online-only version of the Ameritrade’s annual report. It will fall under the GCI org chart as “GCI Interactive.”

The Former Elemental Interactive chief executive James Harris co-founded the firm in 1994 and is now charged with leading a new unit and developing specific practice areas. Thus, Elemental Interactive (GCI Interactive’s chief division) is slated to focus specifically on investor relations.

Many agency holding companies, such as Omnicom, Interpublic and True North, have seen their investments, rattled by an unfriendly market and a sluggish spending on interactive projects. Grey Interactive experienced it in the same way. A few weeks ago Grey Interactive made another interactive shop restructuring due to which Web shop Beyond Interactive was placed under its MediaCom media-buying unit.

Spokespeople from Grey were reluctant to describe the restructuring of its relationship with Beyond (Ann Arbor, Mich.-based full-service online agency that it has owned since 1999). Executives, however, described the change as a convenient way to package several of Grey’s similarly positioned units into one unit, though Beyond (which had earlier had a habit of touting the “laissez faire” attitude of its parent) was relegated to answering to MediaCom executives.

Elemental Interactive’s James Harris called this change “a strong endorsement of our technology eminence and strategic expertise in interactive and financial communications,” despite its new position as a GCI unit. GCI previously had a partnership with Beyond Interactive, as well as Grey Interactive. “GCI Group has been providing interactive public relations services to its clients since 1994 through strategic partnerships with Web development companies. However, we can now offer a world-class interactive capability in-house, which adds the instant depth to all of our practices,” said the CGI chief executive Bob Feldman.

Grey Interactive is a full service ad agency that has years of experience, creating strong brands, as well as building Web sites and creating online ads. Since its launch in 1993, Grey Interactive has been at the forefront of interactive innovations, crafting more than four hundred branded online experiences and Web sites. Grey Interactive was the first to create global online marketing programs, to build a million-dollar-a-day e-commerce site, to deliver rich media advertising and to create a global wireless campaign.

The company’s most exciting tool is the technology, but the strategy is its kingpin. the GI’s marketing business models utilize the technology to enhance strategic platforms. The company does not only build brands for its clients in a digital world, but also applies a considered, strategic reasoning to every button, banner and page.

In order to deliver an interactive experience that produces results, the company uses the following two-steps brand relevance philosophy: to translate brand equities and to create a consumer-centric experience.

With its thirty one offices in twenty four countries, the Grey Interactive network today extends to reach every part of the world, which makes it able to communicate with any consumer on the globe.