whiteGREY
- Company typePrivate
- Founded1994
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
whiteGREY firmographics
Firmographics- Name
- whiteGREY
- Legal name
- AKQA
- Website
- https://whitegrey.com.au
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
whiteGREY industry classification
Industry- Product category
- Creative and Digital Agency Services
- NAICS
- Advertising Agencies (541810), Graphic Design Services (541430)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
- akta.pro secondary industry
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
Keywords
Where whiteGREY is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices36 records
Markets served
whiteGREY business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Creative and Technology Agency Services: AKQA operates as a full-service creative and technology agency, generating revenue through strategic creative consulting, digital product development, campaign production, and technology implementation for enterprise clients. Revenue is project-based and typically involves multi-month engagements with major brands.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
whiteGREY product offering
Product offeringCore offering
whiteGREY is a creative and digital agency that develops brands, campaigns, and brand platforms for clients. The firm provides end-to-end creative services spanning brand strategy, advertising campaign development, and digital brand platform design for business customers.
Product overview
AKQA is a creative agency operating as a platform-and-studios model with offices across Europe, Americas, Asia Pacific, Africa, and Middle East. The agency offers digital products, campaigns, and technology solutions spanning AI/ML applications (generative AI, natural language processing, predictive analytics, speech/audio), immersive experiences (VR, AR), spatial audio systems, and digital platforms. Key products include: Action Audio (spatial audio for accessibility), It's What's Inside game (AI body-swapping technology), Speedgate (AI-created sport), Climate Council Chatbot (NLP platform), Coastguard Search & Rescue Forecast (predictive AI), The [uncertain] Four Seasons (algorithmic music), Neuromuscle (AI-human integration), and various campaign and experience work for clients including Samsung, Netflix, Eurostar, and others.
Differentiator
Problem solved
Functional benefit
Brands
- AKQA Leap: Innovation and learning initiative focused on developing future creative talent.
- AKQA Coala.Lab
Quantifiable outcome
- 15% increase in brand perception for Proximus through Hide-and-Seek campaign
- +7 more outcomes
Companies that use whiteGREY
Customer profileNamed customers44 records
Segments3 records
Ideal customer profiles1 record
whiteGREY technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability12 records
Feature4 records
whiteGREY partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- GooglecoreWPP and Google forged a groundbreaking partnership to redefine marketing with AI. The Generative Store with Google was featured as a landmark initiative.
- NBA LaunchpadcoreNBA Launchpad programme selected Action Audio for cross-sport adaptation, piloting the live sport audio accessibility system for basketball audiences.
- Sydney Symphony OrchestracoreLaunching performance of The [uncertain] Four Seasons at the 2021 Sydney Festival, where Vivaldi's composition was re-interpreted using IPCC climate data.
- Jung von MattcoreInitiative of AKQA, Jung von Matt, and composer Hugh Crosthwaite for The [uncertain] Four Seasons – a musical design system combining music theory with IPCC climate modelling.
- Monash UniversitycorePartnership with Monash University since 2019 to co-develop Action Audio – the world's first spatial audio system for blind and low-vision audiences in live sport. AKQA, Tennis Australia and Monash co-designed the experience with the BLV community.
- Gezinsbond AssociationcorePartnership with family advocacy organisation Gezinsbond alongside Proximus and SILT creative agency to launch the Hide-and-Seek digital detox campaign in Belgium's Flanders region, targeting teen smartphone addiction.
- SILK (Creative Agency)minorCollaboration with SILK creative agency as part of the Proximus Hide-and-Seek campaign coalition, ensuring alignment with parental concerns and educational guidelines.
- Blind Tennis AssociationcoreTwo years of iterative testing with the Blind Tennis Association and Blind Sports & Recreation Victoria shaped the Action Audio accessibility experience for blind and low-vision users.
- Blind Sports & Recreation VictoriacoreCo-design testing partnership with Blind Sports & Recreation Victoria to shape the Action Audio experience for blind and low-vision communities.
- Samsung (Seoul Team)coreFive weeks of daily collaboration with Samsung's Seoul product team to develop the Galaxy Watch 4 'Spacial' visual direction and 10 UI concepts, integrated into Samsung's OneUI watch interface.
- BBC WorldwidecoreLong-standing partnership to create the Story of Life app featuring Sir David Attenborough's content library – over 1,000 landmark clips spanning 60 years – for digital and mobile audiences.
- Intergovernmental Panel on Climate Change (IPCC)coreThe [uncertain] Four Seasons project used IPCC data including the RCP 8.5 future scenario to model climate change impacts on weather patterns for musical composition.
- World Land TrustminorFor each virtual Tree of Lights app downloaded, AKQA collaborated with World Land Trust to donate one real tree, bringing holiday magic to both virtual and real worlds.
- WPPcoreAKQA is a subsidiary of WPP, operating within the WPP sustainability framework (aligned with four pillars of impact) and WPP Procurement Policy. 78% of WPP's top 50 clients have science-based targets.
- MontblancminorWorld-first Montblanc Digital Paper – a new category of writing instrument created in collaboration with AKQA.
- LexusminorLexus and AKQA launched an AI-crafted film 'Built for Every Kind of Wonder', showcasing AKQA's generative AI capabilities.
- SOMA+ (Educational Platform)minorAKQA launched SOMA+ educational platform in Brazil to expand professional knowledge of Black, Indigenous, and low-income students in undergraduate communication courses.
- Future Lions / Future AcademyminorAKQA launched Future Lions and Future Academy to give a platform and voice to the next generation of creative innovators, with hundreds of alumni joining top creative agencies.
- Aura Blockchain ConsortiumcoreAKQA developed Loro Piana's web app on the Aura Blockchain Consortium platform to provide blockchain-based authenticity and traceability for luxury garments.
- Mission 44minorAKQA supports Lewis Hamilton's Mission 44 in London through pro bono work as part of community and social impact initiatives.
- Duke of Ellington School of the ArtsminorPro bono creative support for the Duke of Ellington School of the Arts in Washington DC as part of AKQA's community engagement programme.
- LYRIC (San Francisco)minorPro bono creative support for LYRIC in San Francisco as part of AKQA's community and social impact initiatives.
Scale indicators14 records
Recent moves3 records
Expansion highlights3 records
whiteGREY competitors and assessment
Company assessmentDirect peers
- The Monkeys (part of Accenture Song): Another Sydney-based creative agency that operates as part of a global holding company network (Accenture Song). Direct competitor for Australian enterprise brand work with similar integrated creative and digital capabilities.
- BMF (Australia): Independent creative agency headquartered in Sydney, known for award-winning integrated campaigns (Alzheimer's Australia 'The Hardest Word'). Competes directly with whiteGREY for Australian creative mandates across consumer and government sectors.
- Leo Burnett Australia: Australian arm of Leo Burnett Worldwide (Publicis). Competes for Australian enterprise brand campaigns with similar full-service creative and digital capabilities, particularly in FMCG and consumer categories.
- Saatchi & Saatchi Australia: Australian arm of Saatchi & Saatchi (Publicis). Direct competitor in Australian creative market with comparable blue-chip client roster across retail, consumer, and tech sectors.
- DDB Australia: Major Australian creative agency network within Omnicom's DDB Worldwide. Direct competitor for Australian enterprise brand campaigns with similar integrated creative offering spanning digital, brand, and experience design.
Broad incumbents
- AKQA: Global parent network of whiteGREY and a leading creative and technology agency under WPP. Operates 30+ studios worldwide delivering AI-integrated creative campaigns for the same enterprise client base (Netflix, Nike, Louis Vuitton). whiteGREY is essentially the Australian arm of this network.
- Wieden+Kennedy: Independent global creative agency with offices in Portland, London, Tokyo, Shanghai, Delhi, and São Paulo. Competes for the same multinational brand creative mandates (Nike, Coca-Cola, KFC) with a similar integrated creative and digital model.
- R/GA: Global creative and technology agency operating under IPG, focused on digital innovation, brand design, and product development. Directly comparable to AKQA/whiteGREY's AI-integrated, technology-forward creative approach.
- Droga5 (part of Accenture Song): Acclaimed New York-based creative agency operating under Accenture Song, known for integrated brand work across cultural, social, and digital channels. Comparable in client caliber (Google, Amazon, Apple) and award-winning creative output.
Regional players
- Special Group: Independent creative agency network based in Australia and New Zealand with offices in Sydney, Melbourne, Auckland, and Singapore. Comparable boutique creative agency competitor with strong ANZ market presence and award-winning work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
whiteGREY social profiles
Digital presencewhiteGREY financial estimates
Financial estimateRevenue estimate
Valuation estimate
whiteGREY leadership team
Management profileNumber of profiles
whiteGREY subsidiaries and ownership
Company hierarchySubsidiaries7 records
whiteGREY funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
whiteGREY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about whiteGREY
What does whiteGREY do?
whiteGREY is a creative and digital agency that develops brands, campaigns, and brand platforms for clients. The firm provides end-to-end creative services spanning brand strategy, advertising campaign development, and digital brand platform design for business customers.
Is whiteGREY a public or private company?
whiteGREY is a private company. It is classified as unknown and is currently operating.
When was whiteGREY founded?
whiteGREY was founded in 1994. It employs 11 to 50 people.
Where is whiteGREY based?
whiteGREY is headquartered in Sydney, Australia, in the Oceania region.
How does whiteGREY make money?
One revenue line is on record: creative and Technology Agency Services.
Who are whiteGREY's main competitors?
Direct peers on record are The Monkeys (part of Accenture Song), BMF (Australia), Leo Burnett Australia, Saatchi & Saatchi Australia and DDB Australia. Broad incumbents are AKQA, Wieden+Kennedy, R/GA and Droga5 (part of Accenture Song). Special Group is listed as a regional player.
Does whiteGREY have an API?
No public API is recorded for whiteGREY.
What industry is whiteGREY in?
whiteGREY's product category is Creative and Digital Agency Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 541810 and its SIC code is 7311.