Hailing from a rich background of innovation and craft, Greg White is no stranger to great creative – something he immediately recognised in ENVY Advertising. Now the independent, multi-award-winning facility’s new Executive Producer, it has turned out to be the perfect fit of high standards and ambition.
“The opportunity to be involved with ENVY’s new commercial facility was a huge draw for me,” Greg comments. “There’s a huge sense of pride in how we approach our work day to day. Our reputation is rightly based on exceptional work and incredibly high standards. It’s impossible not to talk enthusiastically about the facility and the people that form it. There’s a unique awareness across the building; from our runners all the way through to senior members of staff, the talent and drive to excel is fantastic.”
In his new role as Executive Producer, Greg’s focus will be delivering ENVY’s renowned top quality work to existing clients. On top of this, he will be driving awareness for ENVY’s new Mortimer Street building, its services, and the unique way it presents and delivers them.
Cutting his teeth as a runner at Planet 24, Greg moved into production and then into the transfer department, where he worked on all of the Big Breakfast’s VTs. Two years later, he made the move to Soho with Blue Post Production, where he worked his way up to head of machine room and oversaw commercial projects with TBWA and Leo Burnett among others.
Greg’s entrepreneurial spirit manifested in his decision to form his own clothing label, Roux, in 2006. He launched a shop just off Carnaby Street and grew the business with accounts including ASOS and Urban Outfitters. Roux was singled out by FHM as Best New Menswear label in 2015, and its parka was chosen by GQ for its 10 Best Menswear Items in the World.
As part of this endeavour, he also produced a book in association with the Save Soho foundation, entitled ‘Your Own Soho’, collaborating with artists such as MIA, the Prodigy, The Streets, Example, Kano, Damon Albarn, to celebrate the area’s unique and iconic people.
“I’m hugely passionate about Soho and the people that define it,” explains Greg. “My father-in-law had an ad agency in Soho during the 70s and 80s. It’s where I met my wife, wet our children’s heads in the pubs, and owned a business.”
While the successful creative venture cemented Greg’s ability to helm his own projects, the desire to return to the post industry had been steadily growing. Due to his close relationships with many of the staff at ENVY – some nurtured over 15 years – Greg was familiar with the stature and talent within the company. So, when the opportunity at the facility arose, it offered the perfect chance to combine his post and technical experience with the contacts and skills developed with the label. In fact, Greg had come full-circle: it’s owner, Dave Cadle, had given him his first job in the industry years ago.
ENVY’s newest member also cites the company’s tradition of nurturing talent through ENVY Academy as an inspiration: “The work undertaken by Natascha Cadle, Tom Morgan and Stirling Mitchell is second to none. I genuinely believe you’ll struggle to find a business that invests so much into graduate training and that is so focussed on encouraging progression throughout the business - an incredible 54% of the current workforce began as runners here at ENVY– that’s a seriously inspiring figure.”
The appointment comes as the post facility celebrates six months since the opening of its dedicated short form facility, which has vastly improved the fluidity, job cohesion and capacity offered, regardless of project size. Strengthened by its new building, ENVY now offers its uniquely boutique style service across all departments from offline, grade, online and VFX, through to its Dolby Atmos and 5.1 licensed audio department.
Commenting on the expansion, Greg says: “I believe ENVY has evolved over the past 11 years by being reactive, adaptive and supportive across all aspects of the business. Add to this the pool of talent spread across the business and you begin to understand just how it has grown from one to six buildings, and from housing all departments at Rathbone Place to opening its fully-servicing short form commercial arm here at Mortimer Street last year. The addition of the roof terrace in time for summer is also something special to look forward to.”
With the new addition to the team, it’s clear that 2017 is going to be ENVY Advertising’s biggest year yet. Having gotten off to a flying start, Greg already has ambitious plans for the facility.
“It has been a great start to the year. I’m already feeling settled here, and the projects moving through the building alongside the new briefs we’re quoting on are all extremely exciting. We’re strengthening and building on an already strong identity. In keeping with our drive to curate an environment that stimulates and encourages clients and staff, we’re opening Mortimer Street up to curate photographic and artistic exhibitions featuring the work of both clients and artists who resonate with us and the area itself. We’re also focussed on creating in-house projects that celebrate our craft and embrace creativity. These projects will sit beyond industry coverage and target mainstream cultural platforms - the first project involving our colourist Danny Wood will be released this summer, so watch this space!”