Yolk(at)Grey, Grey Group’s digital and social media arm, will now be known as Grey Digital, in a move to create tighter brand integration with Grey Group.
The Yolk brand – which has been such a part of the Singaporean digital landscape since 2001 – will return to its roots as the Innovation Lab within Grey Group in Southeast Asia and will be tasked to explore and test digitally innovative ideas that may add yet another new capability to the group.
“The rebranding of Grey Digital marks the establishment of a fully integrated Grey Group, with capabilities across the advertising, social, digital and production disciplines. This rebranding is not simply manifested in a name change, but will also see reorganization of workflows and processes, as well as physical seating areas, to strengthen our integrated team,” Subbaraju Alluri (pictured), CEO, Grey Group Singapore said.
The significant expansion of Grey Digital’s global business activities beyond the Southeast Asia region has necessitated the rebranding. Grey Digital’s full suite digital services is now offered in several markets in the Asia Pacific region including India, China and Australia. The new streamlined agency has already showcased success, with several global and regional pitch wins in recent months, including brands such as GSK Horlicks, Maybank and Sentosa.
With the business growing in Southeast Asia, the rebranding sees an alignment of common goals and vision across the Grey Group and blurs the lines between the advertising and digital marketing disciplines. The tighter integration of teams and shared resources across various expertise further enables Grey Group to deliver even more famously effective work to its clients.
Benjamin Tan, CEO of Grey Digital Southeast Asia, said: “This is not just a rebranding exercise but an open acknowledgement, both internally and externally, that Grey Digital now has the credentials to stand as a renowned digital agency brand across Asia, having consolidated the reputation, work and expertise across the various specialist digital units we used to operate as.”
Alongside its traditional advertising suite and the recently launched in-house production facility, GreyWorks, the rebranding is aimed to position Grey Group a leading comprehensive marketing solutions company in Asia today.