Byravee Iyer
Jul 16, 2014

Grey Singapore launches in-house production facility

SINGAPORE - After London, New York, Mexico, Shanghai and Bucharest, Grey Singapore and Hogarth have launched GreyWorks in Singapore, an in-house production facility that the agency hopes will result in considerable cost-efficiency and time savings.

GreyWorks centralises all post-production work for the agency
GreyWorks centralises all post-production work for the agency

Under GreyWorks’ centralised model, all post-production work is done under one roof, eliminating the need for multiple suppliers. The traditional model meant account managers had to travel to different outlets to see through each process because most post-production companies manage only a singular aspect of production, Grey said. The process took anything from a day to weeks depending on the number of edits. However, the agency didn’t rule out using the services of traditional post-production companies from time to time.

“With more companies refocusing their efforts in 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,” said Subbaraju Alluri, CEO, Grey Group Singapore. “Singapore, with its IT infrastructure and ability to attract a global talent pool is an ideal hub to service global and regional accounts.”

The new facility houses three multi-purpose suites, capable of video and audio editing, adaptation, quality control and station delivery. Clients can preview and tweak translation work on-the-spot, cutting down project time that exists in the traditional production process.

According to Alluri, the structure ensures significant cost benefits by allowing both the client and agency to focus more on their core strength, instead of investing in time-consuming production management. In many instances, the hub has managed to cut down the time spent by almost half. “It has really re-engineered the post production process.”

Launched two months ago, GreyWorks Singapore has worked on a host of clients including Allianz, Procter & Gamble, Sentosa, Singapore’s Workplace Safety and Health Council, Qatar Airways and Pringles.

The facility isn’t limited to video alone. Print, radio and digital assets are also managed within it.  


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