Ad veteran Subbaraju Alluri joins creative tech platform Genero to drive Asia growth

Global creative platform Genero has appointed Subbaraju Alluri as managing director, Asia, based in Singapore with immediate effect. Alluri (pictured) joins the company less than a year after joining communications firm Redhill Communications after more than 19 years with Grey Group. Genero's spokesperson told MARKETING-INTERACTIVE he replaces Joe Poynter, who previously held the role since 2019 and recently moved home to the UK, opening up the position in Singapore.

According to Genero, Alluri will work closely with CEO and co-founder Andrew Lane, as well as the existing team in Asia to drive growth across the region. He is tasked with building on the momentum that the business has seen since the pandemic began, with “greater pressure on marketing budgets and an increasing number of in-house teams looking to augment their marketing services structures with creative tech platforms”, said the company. Genero added that the appointment is aligned with growth across Genero’s offices globally, with recent appointments in Singapore, the US and Australia with further announcements to come soon in the UK and Brazil.

As a veteran at Grey Group, Alluri has held a number of roles across the agency over his 19 year stint, including president director and CEO in Indonesia, CEO of Singapore and Thailand and group CEO of Indonesia and Thailand. During his role as group CEO from 2018 to 2020, he launched the in-house production arm Grey Works and consulting practice Grey Voice lab, as seen on his LinkedIn profile. During his time at Grey, he oversaw a client roster including GSK, P&G, Ferrero, Dulux, ESPN, KFC, Grohe, Qatar Airways, Sentosa, Hotels.com, Volvo Thailand, FWD and Pringles.

Genero’s creative tech platform enables brands to collaborate directly with the global network of professional creators for creative ideation and end-to-end production services, said the company. Working with enterprise brands and media platforms around the world, the platform aims to help marketers scale their content production while providing significant time and cost efficiencies. Its portfolio of clients includes Unilever, TikTok, Facebook, Fitbit and Diageo in Asia specifically.

Andrew Lane, co-founder and CEO of Genero said: “We’re thrilled that Alluri is joining the team to head up our business in Asia. He brings incredible experience from his years at Grey working with some of the world’s biggest advertisers, as well as a deep understanding of the industry and clients across Asia. We know that Alluri’s experience will add great value to the Genero solution and for our clients”.

On his appointment, Alluri said, “I’m absolutely thrilled to join this amazingly progressive technology-driven global company. Excited to lead the Asia region to build Genero across a very diverse set of markets. It’s an incredible opportunity to help brands, creators, and agencies with a global creative platform built for modern marketers. This is the new way to create and I am looking forward to building something awesome with team Genero around the world.”

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