Grey drops ‘Yolk’ name in favour of ‘Digital’

Grey has dropped the Yolk(at)Grey name for its digital and social media agency and replaced it with Grey Digital to “create tighter brand integration with Grey Group,” the agency has said.

The move is “not just a rebranding exercise”, the agency’s Southeast Asia CEO Benjamin Tan said, but is an “open acknowledgement that Grey Digital now has the credentials to stand as a renowned digital agency brand across Asia.”

The announcement from Grey:

SINGAPORE, 27 OCTOBER 2014Yolk(at)Grey, Grey Group’s digital and social media arm will now be known as Grey Digital, in a move to create tighter brand integration with Grey Group. Alongside its traditional Advertising suite and the recently launched in-house production facility, GreyWorks, the rebrand positions Grey Group a leading comprehensive marketing solutions company in Asia today.

“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,” said Subbaraju Alluri, CEO, Grey Group Singapore.

The significant expansion of Grey Digital’s global business activities beyond the South East Asia region has necessitated the rebranding. Grey Digital’s full suite digital services is now offered in several markets in the Asia Pacific region including India, China and Australia.  The new streamlined agency has already showcased success, with several global and regional pitch wins in recent months, including impressive brand names such as GSK Horlicks, Maybank and Sentosa.

With the business growing at a phenomenal rate in Southeast Asia, the rebranding sees an alignment of common goals and vision across the Grey Group and sets the agency up for success as the lines are blurred between the advertising and digital marketing disciplines. The tighter integration of teams and shared resources across various expertise further positions Grey Group to deliver even more famously effective work to its clients.

Benjamin Tan, CEO of Grey Digital Southeast Asia, says “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.”

The Yolk brand – which has been such a part of the Singaporean digital landscape since 2001 –  will return to its roots as the Innovation Lab within Grey Group in Southeast Asia, tasked to boldly explore and test digitally innovative ideas that may add yet another new capability to the group.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing