GreyWorks Singapore has launched its own state of the art in-house production facility, GreyWorks, to carry out end-to-end production, all in one facility, centralising advertising implementation with capabilities ranging from transcreation to post-production, talent & usage management, censorship and clearance – all the way to final delivery. This unified production model ensures the process stays effective from beginning to end – and allows for greater control and alignment of campaigns across geographies.
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’ centralised model, all stages of post-production work is 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.
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.
AdLib congratulates The Grey Group and Subbaraju Alluri on this innovative move!