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Grey launches digital command centre

Grey Digital real-time command centreAn advertising agency has set up a digital command centre that it says will provide a real-time marketing capability for its clients.

Grey Digital, until recently known as Yolk, has set up the unit in Malaysia and plans to roll out the capability across the region.

Known as Real Time Marketing Command Cente, or REALM, the facility will generate insights from social media and online media performance results, which will be used to tweak campaigns in real time.

Clients Resorts World Genting and Maybank have signed up to use the service, which uses a proprietary tool to analyse data from a number of different sources.

Benjamin Tan, CEO of Grey Digital Southeast Asia, said: “With this capability, clients will no longer have to rely on insights based on a single end-user report. Instead clients can tap into this managed service and achieve real-time advantage.”

The news emerges not long after clients MasterCard and Philips announced the launch of their own inhouse digital command centres.

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