Sing Praise: Grey among the Top 10 Creative Agencies in SG
Who are the most successful agencies in Singapore? In The Drum magazine's latest Creative Cities supplement, we profiled the city state's 10 most awarded shops as ranked by the most recent Big Won report.
October 1, 2017
With its 100-year anniversary this year, WPP-owned Grey Group operates under the banner ‘Famously Effective since 1917’. Its Singapore office works with the likes of Qatar Airways, Duracell and The British Council, and is led by Subbaraju Alluri, the area director and chief executive officer for Grey Group in Singapore and Thailand. With a multitude of specialists under one roof, Grey Group Singapore delivers integrated campaigns across marketing disciplines, including advertising, digital, shopper and experiential.
To lead its creative department, the agency recently hired chief creative officer Tim Cheng from DDB China, where he held the same role for four years. Cheng believes that fostering creativity is about focusing on the agency’s people. “Every creative person is an individual who finds inspiration in different ways and needs to be enabled in different ways,” he says. “There isn’t a one-size-fits- all method to drive creativity, but sometimes, when very different creative minds come together, magic happens.”
Grey Group Singapore claims to be “dedicated to delivering big ideas that accelerate brand potential and recently unveiled a new brand campaign for Hotels.com, comprised of a series of humorous short films around the theme of saving money and illustrating relatable travel episodes. “We have a flat creative structure here,” says Cheng. “Everyone from the interns to the chief executive all have an equal chance to contribute to an idea, and every day I am delightfully challenged and inspired by the team’s fresh points of view and unexpected creative solutions.”