Yolk gives way to Grey Digital in Rebranding Move
Grey Group today announced that its digital services arm, Yolk(at)Grey, has evolved into Grey Digital.
By Marketing Magazine | October 25, 2014
Grey Group today announced that its digital services arm, Yolk(at)Grey, has evolved into Grey Digital. The rebranding comes following plans to create tighter brand integration with Grey Group as it eyes expansion in Asia, while giving Grey Digital the opportunity to leverage Group’s shared resources across various platforms.
Seeking to capitalise on new business opportunities, Grey Group has been aiming to position itself as a one-stop marketing solutions company. With the establishment of GreyWorks – its newly functioning in-house production facility – alongside its existing advertising services, the rebranding of Grey Digital is a move by Grey Group to acquire a more dominant share in the Asian communications market.
Over the years Yolk has held some of the leading accounts in the region, including Microsoft, Lenovo, Adobe and Mitsubishi among others. But now as Grey’s digital business expands significantly beyond Southeast Asian region and is increasingly offered in markets in Asia Pacific region including India, China and Australia, rebranding seems as a natural decision that will allow Grey Digital to be aligned more closely with the parent Group.
Grey Group Singapore CEO Subbaraju Alluri said, “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. The team is excited with this change and we are looking forward to developing more creative and dynamic 360 campaigns for our clients”.
The new digital agency has already attracted attention in recent months by winning several global and regional pitches and racking up big accounts such as Maybank, GSK Horlicks and Sentosa.
Grey Digital Southeast Asia CEO Benjamin Tan 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”.
Oct 26, 2014