Grey’s new Commerce Collective, which will be helmed by Richa Kapse, brings together specialists in packaging and retail design, commerce, experience, and activation from different Grey offices around the world. Kapse will report to Grey Singapore CEO Konstantin Popovic.
“The name Collective was chosen by design because this is truly about collaboration across our Grey network,” said Richa Kapse. “It includes some highly specialized agencies, for example, retail interactivity expert Vinyl-I in Seoul, as well as our Social and our Data experts here in Singapore. Commerce is borderless, and so are we.
“Over the past year, we have seen a growing demand from our clients to co-ordinate the in-store design and communication with complimentary social media assets. Increasingly, we see the shoppers are expecting brands to have the same storyline across social, e-commerce, and physical retail channels. This has prompted us to build robust social commerce offering here in Singapore.”
Earlier this year, Grey & MAC connected content to commerce in a holistic campaign ranging from digital & social content, e-commerce, and physical retail store. “Spotlight Ready” was the spring campaign for the APAC restage of MAC’s Lightful C range across Thailand, Philippines, Singapore, Malaysia, Hong Kong, Taiwan, China, Japan, and Korea.
Grey recently also launched a new campaign for Olay, in partnership with Shopee. It targets millennial women across key SEA markets using bite-sized content spread out like a mini-series.
“What makes Grey CoCo unique is that it is embedded in an end-to-end agency, so we are uniquely positioned to deliver ideas that connect content to commerce” added Konstantin Popovic.
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