Grey Group kicks off digital expansion in Asia with launch of Yolk(at)Grey


Poised to surf SE Asia powerful digital wave with launch of Yolk(at)Grey

Grey Group, one of the largest integrated communications network in the region today announced the establishment of Yolk(at)Grey in key Southeast Asia markets, namely Philippines, Indonesia and Vietnam. The move signifies a further milestone in the network’s growth across the Asia-Pacific region and broadening its client support in 360 digital solutions to meet increasing demand in the rapidly developing digital marketing sector.

In expanding its digital footprint across Asia, Grey’s offerings to regional clients will include digital marketing: 360-analytics, strategy and communications planning, social media outreach and engagement, integrated marketing services, application builds covering mobile OS, social games, custom marketing management systems, big data and eCRM, real-time bidding and media dashboarding through its digital services arm, Yolk, which was acquired by Grey in 2010.

One of Asia’s fastest-growing interactive and digital media agencies, Yolk, was founded in 2001 and is headed by Benjamin Tan. The Singapore start-up has won multiple accolades that include the Webby Awards, Asia Interactive Awards, Hitwise Online Performance Awards, Tokyo Broadcasting System DigiCon6+2, Singapore Creative Circle Awards, and most recently won a gold and a bronze at the 2012 Singapore Design Awards and was part of the Grey Cannes team that picked up a Bronze Media Lion at this year’s Cannes Lions Festival of Creativity for mobile app, “Lend an Eye”. Yolk’s regional clientele includes Lenovo, Ferrero Rocher and Kinder Bueno, Maybank, GlaxoSmithKline, Adobe, Microsoft, Disposable Soft Goods International and Mitsubishi.

Other key developments include management changes within Yolk to streamline regional business operations*:

- Yolk CEO, Benjamin Tan will now serve as Group CEO for Yolk(at)Grey and chief digital officer for Grey Group in Southeast Asia;
Kelveen Soh, chief operating officer, has been appointed as CEO of Yolk Singapore;
- Prakash Somosundram, director for social media, will take on the role of regional business development director;
- Yeong Yee, former regional head of planning is now head of partnered services focusing on real-time media bidding, eCRM and big data; and
- Low Jun Jek, creative director will lead digital creative for Southeast Asia as executive creative director

Yolk(at)Grey regional management team


(L to R): Prakash Somosundram, Low Jun Jek, Benjamin Tan & Yeong Yee

Yolk(at)Grey Singapore


(L to R): Kelveen Soh with Subbaraju Alluri, CEO, Grey Group Singapore

“Southeast Asia is currently the fastest growing region for Grey. Deploying Yolk(at)Grey in key markets in this region is an important strategic initiative in strengthening our presence and broadening our digital capabilities where internet traffic is growing exponentially, creating greater demand for quality content,” commented Nirvik Singh, Chairman and CEO, Grey Group Asia Pacific. “Giving clients access to a regional network and premium services connects us to a sizeable marketplace of businesses that represents a wealth of potential new clients and revenue opportunities,” he added.

Explained Tan, “Digital hasn’t seen a more rapid uptake anywhere else in the world than in Southeast Asia where “digital everything” is being consumed enthusiastically at breakneck speed. The region is indeed witnessing an unprecedented digital transformation, driven by sustained economic growth, improving affordability, evolving demographics and underpinned by strong government ICT agendas. The winners at the end of the day are our clients – we take every opportunity to ride the wave of digital innovation and growth sweeping across the region with the best of our collective and integrated talents.”

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