Grey Group has announced the acquisition of award-winning boutique advertising and digital agency nudeJEH in Thailand. Following the acquisition, nudeJEH will join Grey Group Thailand and be known as GREYnJ United. Founded in 2011 through the merger of Nude Communication and JEH United, nudeJEH provides creative, branding, strategy consultation, web design and production services as well as having its own digital arm, Nine Dotz.
Grey Group has acquired the award-winning boutique advertising and digital agency nudeJEH in Thailand
The agency employs more than 60 full-time staff and an impressive roster of clients including BIO Consumer (Fineline, Tros, D-nee and Vivite), Cutepress, Ananda Development, Bangkok Airways, Bangkok Dusit Medical Services and Tesco Lotus. The acquisition will bring some significant benefits to the agency's clients, including access to Grey Group's offerings such as its in-house broadcast production facility, Grey Works, its full service digital and social medial agency, Grey Digital and its Hong Kong based shopper-marketing agency, Grey DPI. Similarly, Grey Group's clients from across the globe will benefit from the creativity and local expertise of nudeJEH.
James R. Heekin, chairman and CEO of Grey Group, said: “We are delighted to welcome nudeJEH to Grey Group. The agency's reputation for excellence fits with our 'Famously Effective' culture. It will add to our growth in this important economy.” Nirvik Singh, chairman and CEO of Grey Group Asia Pacific, added: “This acquisition demonstrates our commitment to constantly deliver more value services for our clients. Grey Group is rapidly establishing a strong leadership position in the Thai advertising industry and the partnership with nudeJEH is an excellent strategic fit to lead the industry with ground-breaking creative work.”
The newly christened GREYnJ United also unveiled the first work to be created under Grey for the Bar B Q Plaza restaurant chain
Thor Santisiri, chairman of nudeJEH, said: “This is such an exciting moment for us. We constantly seek innovative business solutions for the clients. Working with Grey Group, we can leverage each other's complementary strengths and create compelling strategies and outstanding creativity to address the clients' business needs.” Kanaporn Hutcheson, managing director of nudeJEH, added: “We are excited and enthusiastic about this new journey with Grey. By combining the talent and technology, we will definitely see growth acceleration and creativity at its best.”
The newly christened GREYnJ United also unveiled the first work to be created under Grey. “The Waiter's Mom” video for the South East Asian restaurant chain Bar B Q Plaza went viral almost immediately, with over 3.2 million views in just a week. The video was created during Mother's Day in Thailand; a public holiday celebrated on August 12. In Thai culture, it's common for people to share a meal and spend some time with their mothers, but unfortunately, not everyone has a chance to be there, especially those working in the hospitality industry, such as Bar B Q employees. TO bring attention to this in an emotional manner that reflects the ideals of the brand, Bar B Q Plaza and Grey nJ United gave some restaurant employees the chance to share a meal and spend a moment with their mothers, and they just so happened to catch the resulting meals on film. For what is essentially the first major piece of work from a new agency, it's surprisingly cohesive and genuinely moving stuff.