Video creation platform Genero to launch in Singapore after funding injection

Andrew Lane and partner

Andrew Lane and Mike Entwisle

Melbourne-based Genero, an online media platform that connects film-makers with advertisers, has announced plans to open an office in Singapore after raising $4 million in capital.

The business started by former Vodafone Australia online video specialist Andrew Lane and former HP marketer Mick Entwisle in 2009 recently received backing from VC firm Ellerston Ventures, and Singapore is among the launch targets along with Sydney and New York.

The cloud-based platform, which enables advertisers to present a brief to producers and directors who pitch their ideas and credentials for the job, has grown into a community of 300,000 filmmakers in 180 countries, producing work for clients including Airbnb, eBay, Sony, Lexus, Pernod-Ricard, Saatchi & Saatchi, Havas and Ogilvy. Projects have ranged in scope from $1,000 to $300,000.

Entwisle said that the creation of video content should now be cheaper and easier for clients “given the much larger number of people who can now create it and advancements in camera technology and related software.”

“Most brand clients are not seeing those benefits though working via the old agency and production company model because of the overheads and resource intensive legacy processes,” he said, adding that for this reason Genero was set up.

A large portion of Genero’s clients are actually agencies, Entwisle noted, a similar scenario to Korean rival Shakr. Some agencies were looking to adapt their model and offer the Genero solution to their brand clients, he said.

Lane commented: “We have found a gap in the market where we can help large and small clients access large volumes of short video content required to keep audiences engaged online and in social media.

“The traditional ad agency and production company model was built around producing larger budget TV commercials, but the type of content marketers need today needs to be constantly updated and fresh with smaller budgets and flexibility to use targeted content for the right audience”, he said.

A date for the Singapore launch, and who will run the business locally has yet to be confirmed.


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