SINGAPORE – Grey Group Singapore has launched its own state of the art in-house production facility, GreyWorks Singapore. A one-stop shop for all post-production work, GreyWorks Singapore has the capabilities to carry out end-to-end production, all in one facility.
Greyworks provides convenience to brand owners by centralizing advertising implementation with capabilities ranging from transcreation to post-production, to talent & usage management, to censorship and clearance- all the way to final delivery to station. This unified production model ensures the process stays effective from beginning to end and allows for greater control and alignment of campaigns across geographies.
GreyWorks Singapore is redefining the post-production process for companies in Asia with its brand of ‘streamlined effectiveness’. Traditionally, account managers had to travel to different outlets in order to see through each production process, as most post-production outfits manage only a singular aspect of production. This process used to take anything, from a couple of days to weeks depending on how many edits were needed.
Under GreyWorks’ centralized model, all stages of the post-production work are done under one roof, eliminating the need for multiple suppliers. The end result is faster turnaround time and tighter brand consistency. By utilising true file-based workflows, teams collaborate freely through the pipeline, reducing production bottlenecks and conversion interruptions.
Subbaraju Alluri, CEO Grey Group Singapore said, “With more companies refocussing 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.”
Operating out of Grey Singapore’s office in Central Mall, 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 now preview and rectify transcreation or audio translation work on-the-spot, cutting down latency that used to exist in the traditional production process.
A file based, state-of-the-art infrastructure has been installed along with industry standard software and the facility is globally connected via a dedicated high-speed network and cloud-based asset management system. Geared towards faster, more efficient and highly consistent delivery, GreyWorks Singapore allows brand managers and the creative team to focus more on their core strength, instead of investing unnecessary time in production management.
GreyWorks Singapore will serve as a competency and knowledge hub, acting as a single contact point for clients across South East 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.
“GreyWorks gives brand owners greater ease of mind, knowing that they can rely on us to take care of every single detail in the production process. 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. I believe we will see more brands turning to our in-house production facility model for their global and regional works,” Subbaraju concluded.
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.
