SINGAPORE – The new initiative brings together specialists in packaging and retail design, commerce, experience and activation from different Grey offices around the world. Grey Singapore’s Shopper Team becomes part of the Collective and is now able to offer much deeper and wider commerce capabilities to clients across South-East Asia. Grey Commerce Collective SEA will be led by Richa Kapse, who reports to Grey Singapore CEO Konstantin Popovic.
“The name Collective was chosen by design because this is truly about collaboration across our Grey network. It includes some highly specialized agencies, for example, retail interactivity expert Vinyl-I in Seoul, as well as our Social and our Data experts here in Singapore”, says Richa. “Commerce is borderless, and so are we.”
Elaborating on their focus area for Grey CoCo Singapore, Richa says, “Over the past year, we have seen a growing demand from our clients to co-ordinate the in-store design and communication with complimentary social media assets. Increasingly, we see the shoppers are expecting brands to have the same storyline across social, e-commerce and physical retail channels. This has prompted us to build a robust social commerce offering here in Singapore.”
Earlier this year, to capture the hearts of savvy beauty shoppers, Grey & MAC connected content to commerce in a holistic campaign ranging from digital & social content, e-commerce and physical retail store. “Spotlight Ready” was the spring campaign for the APAC restage of MAC’s Lightful C range across Thailand, Philippines, Singapre, Malaysia, Hong Kong, Taiwan, China, Japan and Korea.
Grey recently also launched a new campaign for Olay, in partnership with Shopee. It targets millennial women across key SEA markets using bite-sized content spread out like a mini-series. The campaign also brings on board the engaging and innovative shopping experience to consumers, coupled with more value as they are given access to exclusive promotions during Shopee’s Super Brand Day.
“What makes Grey CoCo unique is that it is embedded in an end-to-end agency, so we are uniquely positioned to deliver ideas that connect content to commerce” adds Konstantin Popovic.
