Grey Group Singapore launches production arm

Grey Group Singapore has launched its own in-house production facility called GreyWorks Singapore. This new arm aims to bring the agency together as a one-stop shop for all post-production work to provides convenience to brand owners by centralising advertising implementations and by reducing the time taken to create a campaign.

Traditionally, account managers had to travel to different outlets in order to see through each production process as most post-production outfits managed only a singular aspect of production. This would result in time being wasted. Under GreyWorks’ centralised model, all stages of the post-production work are done under one roof, eliminating the need for multiple suppliers.

Operating out of Grey Singapore’s office, the new broadcast facility houses three multi-purpose suites; all capable of video and audio editing, adaptation, finishing, quality control and station delivery. Clients can preview and rectify transcreation or audio translation work on-the-spot, cutting down latency that used to exist in the traditional production process.

Subbaraju Alluri (pictured), CEO Grey Group Singapore said, “With more companies refocusing their efforts in the rising economies in Asia, we are seeing increased demands from brands to translate and adapt their advertising assets to appeal to the region’s diverse demographics while still remaining true to their brand profile. Singapore, with its stable IT infrastructure and ability to attract a global talent pool, proved to be an ideal hub from where we can best service our global and regional accounts.”

GreyWorks Singapore will serve as a knowledge hub, acting as a single contact point for clients across Southeast Asia. Greyworks will also undertake the intricacies associated with production and broadcast, such as consolidating localisation requirements across markets, adhering to global brand guidelines and obtaining the necessary censorship approvals, thus freeing brand owners and their agencies from to focus on more strategic and creative development.

“With Grey Singapore working closely with GreyWorks under one roof, our clients can be assured that brand guidelines and quality control are being applied consistently across all works. Most importantly, GreyWorks promises cost efficiency through the elimination of duplicated tasks,” Subbaraju added.

Greyworks was originally established in London in 2010 to deliver fast turnaround production efficiencies for Grey London clients. Its success has led to the extension of its footprint and now boasts established hubs in New York, Mexico, Bucharest and Singapore.

GreyWorks Singapore currently delivers work for a number of clients, including Allianz, Procter & Gamble, Sentosa, Singapore’s Workplace Safety and Health Council, Qatar Airways, to mention just a few.